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Jaipur rugs Empowering Communities at bottom of the pyramid trough social interaction

By: Qumer, Syeda Maseeha.
Contributor(s): Singh, Geeta.
Material type: materialTypeLabelBookDescription: 7-25 p.Subject(s): Social Entrepreneurship | Social innovation | Social Innovator In: MURTHY, E N CASE FOLIOSummary: This case discusses how social innovator Nand Kishore Chaudhary (NKC) revolutionized the concept of the traditional carpet industry in India and empowered 40,000+ rural artisans by providing them with a sustainable livelihood. In 1978, NKC started a small social enterprise under the name Jaipur Carpets (later on renamed Jaipur Rugs). The startup worked with poor artisans and trained and educated them. It offered Doorstep Entrepreneurship under which the artisans received all the raw materials required and wove carpets from their homes. Jaipur Rugs also offered services like healthcare, programs of financial inclusion, and leadership training. Apart from this, its biggest achievement was eliminating the middlemen and providing a sustainable livelihood to communities at the Bottom of the Pyramid (BOP). However, NKC’s journey was not without its challenges. Among some sections of society in India, it is considered taboo to interact with people belonging to the lower castes and NKC faced hatred and resistance from his family and society for working with so-called untouchable castes. Further, retaining artisans in the job of carpet weaving and attracting others were becoming tough tasks when these weavers starting migrating to other places in search of better job offers. Another challenge was to scale up the operations of Jaipur Rugs globally. Analysts wondered how NKC could make Jaipur Rugs sustainable in the long run. What could he do to preserve the dying art of weaving?
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Item type Current location Call number Vol info Status Notes Date due Barcode Item holds
Case Study Documentation Case Study Documentation Main Library
Vol 19, No 3/ 55510926CSD1 (Browse shelf) Available 55510926CSD1
Journals and Periodicals Journals and Periodicals Main Library
On Display
JOURNAL/MGT/Vol 19, No 3/55510926 (Browse shelf) Vol 19, No 3 (01/09/2019) Not for loan September, 2019 55510926
Total holds: 0

This case discusses how social innovator Nand Kishore Chaudhary (NKC) revolutionized the concept of the traditional carpet industry in India and empowered 40,000+ rural artisans by providing them with a sustainable livelihood. In 1978, NKC started a small social enterprise under the name Jaipur Carpets (later on renamed Jaipur Rugs). The startup worked with poor artisans and trained and educated them. It offered Doorstep Entrepreneurship under which the artisans received all the raw materials required and wove carpets from their homes. Jaipur Rugs also offered services like healthcare, programs of financial inclusion, and leadership training. Apart from this, its biggest achievement was eliminating the middlemen and providing a sustainable livelihood to communities at the Bottom of the Pyramid (BOP).
However, NKC’s journey was not without its challenges. Among some sections of society in India, it is considered taboo to interact with people belonging to the lower castes and NKC faced hatred and resistance from his family and society for working with so-called untouchable castes. Further, retaining artisans in the job of carpet weaving and attracting others were becoming tough tasks when these weavers starting migrating to other places in search of better job offers. Another challenge was to scale up the operations of Jaipur Rugs globally. Analysts wondered how NKC could make Jaipur Rugs sustainable in the long run. What could he do to preserve the dying art of weaving?

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