In 1978 Mr. Nand Kishore Chaudhary started his carpet business with just 2 looms and 9 weavers in Rajasthan. It was a very small set up. Constituted efforts, determined hard work and dedication led to expansion of his business from 2 to 10 looms within three years.
Mr. N K Chaudhary started exporting carpets on his own. Now he did not had to depend on other exporters in getting work orders and supplying finished carpets to them.
In the joint business with his brother, Chaudhary expanded production from Rajasthan to Gujarat. In this new place he faced many challenges while working with Tribal, SC/ ST and other backward classes. People abused him and made fun of him for working with the untouchables, yet he continued working amidst all challenges. Chaudhary stayed and ate with the tribal people, understood them and their lifestyle and brought their traditional designs on the carpet.
An independent firm- “Jaipur Carpets” was established in Rajasthan, India. Alongside, another firm with the name of “Jaipur Rugs Incorporated” (JRI) was setup in USA, for global distribution of rugs. The core purpose of JRI was only sales, targeting the US market, selling out the production done in India by Jaipur Carpets. Though, the initial years, didn’t come easy as Chaudhary was rooted at the grassroots with the weavers and had minimum knowledge of the business practices.
Artisans network crosses 10000- Jaipur Carpets expanded its business and along with it grew the chain of its weavers working in small villages of Rajasthan and the tribal area of Gujarat.
Mr. Chaudhary’s eldest daughter Asha Chaudhary joined the business after completing her graduation from Emory University, Atlanta, USA. She learnt and understood the business, and brought about the necessary changes in its functioning according to the market. Her leadership and in-depth knowledge about marketing and sales gave a new boost to the business of Jaipur Rugs. Few years later, she moved to USA to head JRI, as its CEO, and started taking care of all US Sales and other operations.
Jaipur Rugs Foundation (JRF) is a non-profit-organization established under the Rajasthan Public Trust Act. JRF was setup to value artisans involved with carpet value chain, to ensure their functional skill up-gradation as well as to train new people in carpet weaving skill , thus providing them with a sustainable livelihood option. The same year, Archana Chaudhary, (Mr. Chaudhary’s second daughter) joined the business as COO and today works along with Ms. Asha Chaudhary, taking care of the business operations at Jaipur Rugs Incorporated.
Major Additions took place- Jaipur Carpets was renamed as Jaipur Rugs Company Private Limited (JRCPL). And
Mr. Chaudhary’s eldest son, Yogesh Chaudary and youngest daughter, Kavita Chaudhary joined the business. Yogesh Chaudhary, today is the director of JRCPL. He takes care of the direct sales and marketing of JRCPL. He has added a whole new IT infrastructure to meet the international standards. The cutting edge technology introduced by him has elevated the work culture of the company altogether.
Kavita Chaudhary heads the Design Department of JRCPL. With her entry, she has added a whole new catalog of designs and colors to the palate of JAIPUR. Her innovative ideas and design sense has instilled a new spirit into the design of the carpets. Her research and experiments with the needs of customers has colored the carpets of Jaipur to stand as a pioneer in the carpet industry.
With time, the business grew and so did the network and production, hitting over 1 million square feet! It was a moment of big achievement and celebration for the company, having grown to many states of India, majorly covering Rajasthan, Gujarat and Uttar Pradesh, yielding quality products in varied qualities, textures and expressive colors.
Continuous learning resulted in steady growth, extending the Jaipur Rugs family to a number of over 40,000 artisans, majority of which are women. We are reaching out to the remote areas with focus on the needy, and helping those who are struggling within the vicious cycle of poverty.
- ‘Excellence Award’ by the Institute of Economic Studies
- 'Best SME for CSR ' by Business Today & Yes Bank Year 2009,
added valuable recognition to the company, moreover because of the case-study done by Mr. Chaudhary on Jaipur Rugs, which was published in his book “The Fortune at the Bottom of the Pyramid.” His study brought great appreciation to the company, to Mr. Chaudhary and his business Model. Mr. C.K. Prahalad recognizes Jaipur Rugs as one which is able to develop the grassroots and further connect the rural poor to the markets of the rich, like the USA. Other than this, there were other added recognitions and awards, majorly the ‘Excellence Award’ by the Institute of Economic Studies for the business functioning and growth as well as the 'Best SME for CSR ' by Business Today & Yes Bank, for the benefit gained by the poor through this business.
‘Indian Achievers Award For Business Excellence’ by Indian Achievers forum. With growing recognition came a series of awards. Mr. NKChaudhary was acknowledged with the global business award of Ernst & Young Entrepreneur of the Year-Start Up in 2010. This award commemorates and encourages the most resilient of Indian entrepreneurs. NKC’s innovative thinking and entrepreneurial success became synonymous of his victory. Jaipur Rugs attained the “Indian Achievers Award for Business Excellence”, bestowed by Indian Achievers Forum for corporate social responsibilities.
As recognition of the path breaking work in the rural sector in India, JAIPUR received the Villgro Social Enterprise Award 2011, during the social entrepreneurship Un-convention conference, for creating a global supply chain that integrates more than 40,000 carpet artisans from 600 remote villages in India. This was to recognize and felicitate outstanding individuals, enterprises and institutions in the Innovation & Social Entrepreneurship eco-system, for their contribution in facilitating a sustainable change in society.
Bestowed upon Mr. N.K Chaudhary as Real Wealth Creator for the communities, he was awarded with the prestigious ‘Karmaveer Puraskaar 2012’. As a fruit of all efforts, he has been named as “Gandhi of carpet industry” since many artisans in the villages are now weaving carpets with their hands on looms, while sitting in their own homes. This is what Gandhi had dreamt and Chaudhary made it come true.
Jaipur Rugs was awarded with the ‘TOI Social Impact Awards’ under the Livelihood- Corporate Category, for providing livelihood opportunities for people living in remote distant areas mostly under the poverty belt. The Times of India- Social Impact Awards are an attempt to honor and publish the activities of those who are making constant efforts to bring about a change in the society on a large scale, by providing the essential aids like education, healthcare and decent livelihoods.