{"id":18125,"date":"2016-11-07T13:57:46","date_gmt":"2016-11-07T13:57:46","guid":{"rendered":"https:\/\/www.impactmania.com\/im\/social-enterprises-scale-jaipur-rugs-9-40000-artisans\/"},"modified":"2025-11-17T15:15:20","modified_gmt":"2025-11-17T15:15:20","slug":"social-enterprises-scale-jaipur-rugs-9-40000-artisans","status":"publish","type":"post","link":"https:\/\/www.impactmania.com\/im\/social-enterprises-scale-jaipur-rugs-9-40000-artisans\/","title":{"rendered":"Social Enterprises Do Scale: Jaipur Rugs From 9 to 40,000 Artisans"},"content":{"rendered":"

Social Enterprises Do Scale: Jaipur Rugs From 9 to 40,000 Artisans<\/span><\/h1>\n
BY PAKSY PLACKIS-CHENG<\/h5>\n
\n

Nand Kishore Chaudhary<\/a>\u00a0started Jaipur Rugs Company<\/a><\/strong> with two looms and nine weavers. In less than\u00a0four decades, Jaipur Rugs has grown\u00a0the\u00a0floor covering business to approx. $18 million annual revenue<\/a><\/strong>\u00a0working with \u00a040,000 artisans in 600 villages. The social enterprise has been featured in the book\u00a0The Fortune at the Bottom of the Pyramid<\/em><\/a>\u00a0by C.K. Prahalad. It is cited as an\u00a0example of a social enterprise breaking the cycle of poverty.<\/p>\n

impactmania<\/em> spoke with Yash Ranga at Jaipur Rugs Foundation<\/a><\/strong>. Ranga went from Silicon Valley<\/a><\/strong> to Rajasthan<\/a><\/strong>, working on artificial intelligence to working with 40,000 artisans. We spoke with Yash Ranga about his transition from maximizing shareholder value to maximizing the livelihood\u00a0of all stakeholders. He shares how\u00a0NK Chaudhary taught him there is place for love and compassion, even in business.<\/p>\n

\n


\n<\/strong>Yash, tell me why there is a Jaipur Rugs Foundation in addition to the Company.<\/strong><\/span><\/p>\n

Jaipur Rugs Company is a manufacturing and export business. The carpet weaving business has been one of the oldest industries.<\/span><\/p>\n

The exporters have grown their lives and have grown their wealth as well. The quality of life of the artisan who are involved in the industry has not grown. Since the beginning Jaipur Rugs Company\u2019s founder, NK Chaudhary, realized that this industry is of classical artisans who have this creative capacity to produce these beautiful carpets. However, NK Chaudhary didn\u2019t see these artisans\u2019 lives improve.<\/span><\/p>\n

The core purpose of the Jaipur Rugs Foundation is to get these artisans to constantly improve their livelihoods.<\/span><\/p>\n

Does the Foundation receive support from organizations outside of the Jaipur Rugs Company?<\/strong><\/span><\/p>\n

\u00a0<\/strong>About 70 percent of the income of\u00a0Jaipur Rugs Foundation comes from the\u00a0Company’s profits. Funds from different organizations and government organizations account for 30 percent. The recent project that we’re doing is in Bihar region, which saw the worst drought in India. We have partnered to skill and support 2,000 rural women.<\/span><\/p>\n

Why are you part of this endeavor?<\/strong><\/span><\/p>\n

I was working as a marketing consultant for Silicon Valley base boutique IT company. I was dealing with high-end technology like machine learning, artificial intelligence, and big data.<\/span><\/p>\n

During that period, I was not very comfortable with my own being. I was having a phenomenal lifestyle, but I was asking myself every day, \u201cWhat am I doing today? Is it taking me closer to where I want to be in the future?\u201d I realized this is not the higher purpose for which my being is.<\/span><\/p>\n

One Friday, I realized I needed to work with human beings around me. From there, I did a lot of research on conscious capitalism, social enterprises, and I learned from having a conversation with the founder of Jaipur Rugs.<\/span><\/p>\n

\"Mr.

Mr. Nand Kishore Chaudhary, founder of Jaipur Rugs Company.<\/p><\/div>\n

<\/p>\n

Tell me about that conversation.<\/strong><\/span><\/p>\n

The conversation began with a quote of Buddha,\u201cWho’s a fool?\u201d We patch all the accumulated information in a rudimentary way and presenting it\u00a0as knowledge. Professionals like us, feel that we know everything in the world, when actually we are the fools. [Laughs<\/em>.]<\/span><\/p>\n

There is a whole set of raw wisdom, which is available within us and around us. We tend to neglect that original existence. That raw beauty is the authentic wisdom. Mr. Chaudhary was sharing how he utilized the wisdom at the grassroots and transformed the whole carpet industry. That was something that struck me. This is the future of work.<\/span><\/p>\n

My strong conviction with\u00a0the strong frequency that resonated well with Mr. Chaudhary, brought\u00a0me to\u00a0Jaipur Rugs. I didn\u2019t know anything about the industry, I had no idea what my role would be, except for that I\u00a0was made to work with human beings.<\/span><\/p>\n

What has been a surprising learning in transitioning\u00a0from a tech job in Silicon Valley to a social enterprise in Rajasthan? <\/strong><\/span><\/p>\n

It was a shift in perception from fear to love. I have seen many businesses and worked all around in the corporate sector, which is so dynamic. All these top managers, CEOs, have sleepless nights, always. No matter how good we are living.<\/span><\/p>\n

When I met Mr. Chaudhary, I asked him, \u201cHow do you define business?\u201d He says, \u201cBusiness is the creator and preserver of human civilization. A business stands\u00a0next to love. The most important factors in this whole life of ours is nothing but love and compassion.” To have a strong conviction of both love and compassion in business too, was an incredibly learning for me.<\/span><\/p>\n

You\u2019re dealing with so many different stakeholders. From government officials, artisans, partners, to people in your own internal organization. How do you make sure that all these people and their goals align?<\/strong><\/span><\/p>\n

We all are working on this one insurgent mission. That is to serve the underserved artisans. If solved in a way that these people get delight at the end of the day, then my job is done.<\/span><\/p>\n

My biggest customers are the people who are buying carpets. They are putting in the money, the fuel for all people like me in the organization and our artisans. In all this, my key thought process is: how do I serve my underserved artisans? With this, I don’t find it difficult to focus.<\/span><\/p>\n

Can you give me an example of a\u00a0person who you’ve worked with, and how his\/her\u00a0life has\u00a0been impacted?<\/strong><\/span><\/p>\n

I met one of our\u00a0branch managers, Harphool. I asked him, \u201cWhat is the team size you’re managing?\u201d<\/span><\/p>\n

With a neutral face, he says, \u201c2,000 artisans.\u201d I said, \u201cHow many people do you need to manage these 2,000 artisans?\u201d He said, \u201cAll the 2,000 people are in my mind. I can tell you each and every quality of each and every person.\u201d He continues, \u201cIt’s easy. I interact with them not as the people who are working for me, I interact with them as my friends, my brothers, and my sisters.\u201d<\/span><\/p>\n

It’s not about managing; it’s about being connected and having a relationship with people. I realized that we, with formalized business – and art degrees, are all living in a cloud.<\/span><\/p>\n

Tell me about one of the artisans and how Jaipur Rugs has impacted his\/her life.<\/strong><\/span><\/p>\n

Through our Foundation, we run a program called Alternative Education Program. It is for women artisans who have never been to schools. They get basic literacy and math; write their name, calculate what they are working on so that they do not get cheated. Also to gain\u00a0the understanding and importance of education, so they allow their children to go to schools and pursue their careers through education. I asked one of the women, \u201cYou can now write your name, you can read, you can do some calculations. What change has this brought your life?\u201d She said, very politely, \u201cI never used to go out by myself, because I had no idea what was written on the bus and where it will go. People used to make fun of us. Sometimes they would make us take the wrong bus. I don’t need to ask anymore. This is my freedom.\u201d<\/span><\/p>\n

What insights do you have for social entrepreneurs?<\/strong><\/span><\/p>\n

If you have a strong conviction of the insurgent mission, you are here in this role as a leader, not just to meet capital at the end of the day or to produce some quantitative impact, \u201cI\u2019ve reached an X amount of people.\u201d<\/span><\/p>\n

What insurgency are you serving through your venture? When you have this mindset of continuously serving your underserved customers. You\u2019ll never tend to lose your focus.<\/span><\/p>\n

Secondly, connect\u00a0this\u00a0focus with your frontline people; the people who are working in the field. The more empowered your frontline gets, the more empowered you get at your board level. Your strategy should never be a top down strategy.<\/span><\/p>\n

Tel me about the challenges you faced?<\/strong><\/span><\/p>\n

The most important challenge, which we faced, is people who have had a certain kind of glittering corporate lifestyle. After the transition\u00a0back to the basics, it is bit difficult\u00a0to get adjusted in such an environment. That’s why in our head office, our conference room is known as the higher school of unlearning. [Laughs<\/em>.]<\/span><\/p>\n

You probably have the only university of unlearning in\u00a0the world.<\/strong><\/span><\/p>\n

[Laughs<\/em>.] This is one big challenge. We\u2019d like to develop a community of certain people. There is a new generation of people called Generation C. They thrive on four Cs. The first C is community, the second C is communication, the third C is creation, and the fourth C is curation. They’re very much aware of their higher purpose and embrace this higher purpose.<\/span><\/p>\n

What is your response to investors who say, \u201cWhen I invest I want to maximize returns on investments; if I want to do good, I\u2019ll just write a check to a charity.\u201d<\/strong><\/span><\/p>\n

You need to see not only the return of investment but also focus on what is the social return on investment, SROI. For my investors, if I invest one dollar, what is the return of this one-dollar? All the things that cannot be monetized: consciousness, love, and empathy. Make people understand what a $1 investment means; social return on investments in addition to the monetary output. With this I am giving you a whole package of impact.<\/span><\/p>\n

How has Jaipur Rugs expand from one founder with two looms to 40,000 artisans in 600 villages? <\/strong><\/span><\/p>\n

The growth journey of has always been a very organic growth. Mr. Chaudhary’s focus was, is, and will always be, on the community with which we are working in. Artisans love to work with organizations where there is transparency. In addition to\u00a0transparency, it’s about sustainability because it’s a unorganized industry.<\/span><\/p>\n

This sustainable livelihood to these people, opportunities given at their doorsteps has always made us more deeply connected with our people. This is how we grow. Most importantly, our customers appreciate this authentic story behind what we are doing. We all win. The more empowered the front line became, the more enhanced this organization is becoming.<\/span>
\n<\/p>\n

\"Jaipur

Jaipur Rugs Foundation is working on social – and entrepreneurial development for its 40,000 weavers.<\/p><\/div>\n

<\/p>\n

Jaipur Rugs Foundation focuses on two main pillars: social development and entrepreneurial development. What have you learned that is different from what other entrepreneurs are doing right now?<\/strong><\/span><\/p>\n

Social entrepreneurs have a specific problem area. They are trying to unearth that problem and explore the opportunities of that problem. We need to make sure that this process is backed by a sustainable source of income.\u00a0This can be realized\u00a0when you work with the mind of a hardcore business and with the heart of a NGO.<\/span><\/p>\n

What is the percentage of the artisans who can live solely on their involvement with Jaipur Rugs?<\/strong><\/span><\/p>\n

All artisans!<\/span><\/p>\n

They don\u2019t need a supplement income from somewhere else?<\/strong><\/span><\/p>\n

They can get supplement income but most of our artisans are deeply engaged with Jaipur Rugs. They are working eight hours a day and making a well living. The best part is, once one person in a family learns this art, it can be transferred to two, three people so that the family\u2019s income rises.<\/span><\/p>\n

We have stories that these women can\u00a0afford their own houses and they’re getting their children into higher educations.<\/span><\/p>\n

What’s next for the foundation?<\/strong><\/span><\/p>\n

We are developing new artisans and upgrading the social – and entrepreneurial development of existing artisans. We are working very hard on grassroots leadership development. There\u00a0is an innate leadership capability at the grassroots level. Mr. Chaudhary always asks when he visits people in the villages: \u201cHow come you live so well, so happily, so healthy, with such a limited income?\u201d These people have a natural capability of managing their surroundings so well, that monetary resources are not a problem for them.<\/span><\/p>\n

In fact, resources are not even a problem in business. The only problem is the human problem. How do we tackle this human problem? How do we get out of these shackles of our brain? We believe that we can solve every problem. We are working very aggressively in developing leaders; developing an innovative thousand hours course in which we train artisans. Our vision is to see senior\u00a0positions in our corporate offices from our artisan community. With this, we started transforming women artisans who used to just weave.<\/span><\/p>\n

Give me one word that describes your journey so far.<\/strong><\/span><\/p>\n

In search of light \u2014 in search of right.<\/span><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

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