Warmth of a Thousand Smiles – Experience the Beauty of the Carpet


They say a day without giving, is a day gone waste for we cannot live in isolation. Our lives are connected by a thousand unseen threads, and along these compassionate fibers, our actions run as causes and return to us as outcomes.

One organization that can be showcased as a success story and which resonates the philosophy above, not just in terms of innovative design trends, but also in terms of the contribution to the society is Jaipur Rugs. Its core success parameter rests on its efficacious business model which takes corporate social responsibility to new heights.

Warmth of a Thousand Smiles

Jaipur Rugs Story

In 1978, Mr. N.K.Chaudhary, Chairman of JAIPUR Rugs, initiated his carpet business operations with just two looms and 9 artisans. Today, it has converted into a network 40,000 artisan spread across 600 villages of India. Departing from the belief that there is an enormous artisan power in India, he decided to form a company where India’s potential could be shown to the world while refining the weaving techniques and lives of the artisans.

After years of diligence and hard work, JRCPL is selling hand-knotted rugs to more than 35 countries across the globe, establishing themselves as one of the frontrunners in the carpet industry. Headquartered in Jaipur, India, and an international office in Atlanta, USA, JAIPUR  is determined to generate a business that does not only manufacture gorgeous, luxurious carpets but that also helps its artisans to hone their skills in a secure environment.

The Innovative Socio-Business Model of Jaipur Rugs

The socio–business model of Jaipur Rugs has been acknowledged by esteemed strategy guru, the late Professor C.K. Prahalad, who selected Jaipur Rugs as one of the case studies in his pivotal book “Fortune at the Bottom of the Pyramid”. He enunciates that Jaipur Rugs is a true illustration of a comprehensive growth story, where it has economically empowered the underprivileged strata of the society, especially women, and preserved the traditional skills of carpet weavers across several states in India.

While the economic performance of a company is a significant instigator, creating sustainable business models is going beyond immediate remunerations and exploring the long term benefits of the society. Jaipur Rugs has a distinctive business model where its production centers for hand knotted carpets are distributed over 10 states in India. The procurement for raw material of the company is consolidated. Raw wool is acquired at an auction which normally takes place twice or thrice a year from seasonal wool market at Bikaner in Rajasthan. After procuring the raw wool, it is refined at various locations including Jaipur, Bikaner and UP and transported into the central stores at the company headquarters at Jaipur. The raw material is then packed as per the designs and sent to the branch offices for delivery to the artisans. Once the artisans complete creating a carpet, the same is accumulated and the production from a number of artisans are combined at the branch level and transported to the headquarters, where the carpets undergo finishing before being shipped to the customers abroad.

Social Endeavors

Besides creating spellbinding and gorgeous carpets, Jaipur Rugs has a sturdy mission of community service and. Jaipur Rugs Foundation (JRF) is a voluntary, non-profit and secular organization, registered under Public Trust Act, which was established in response to the emergent needs in the development sector to organize people at grassroots level for alleviating poverty by significantly enhancing their income.

With the undertaking to develop the lives of the artisans, JRF offers free skill training, sustainable incomes, tools to help women achieve self-reliance, and high standards of living for its workers. JRF’s primary objective is to generate an improved working community by respecting the craftsmen’s rights and by improving their skills with the correct training. For instance, Jaipur Rug constantly develops innovative designs to upsurge global demand and, consequently, spawns more work to the weavers; more work equates more income, better quality of life and greater self-worth.

Today, Jaipur Rugs is a category leader in hand knotted carpets. The domestic operations of the company are spread in over 22 branches across 10 states with artisan strength of more than 40,000.

Not every developing technology can modify the business or social landscape but Jaipur Rugs has the potential to disrupt the status quo, transform the way people live and work, and reposition value pools. JRCPL is a pioneering combination of business and change makers which evaluates the bottom line by the number of lives we change, smiles we create and the positive social impact we make.