Jaipur Rugs – Goals and 1

Growth

PRESENTATION BY:
• ANKITA CHAKRABORTY
• AVIK KUMAR DUTTA
• NAVEEN HISSARIA
• PRIYANKA ROY
• TWINKLE SAHARIA
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Jaipur Rugs - Introduction

 Jaipur Rugs is one of India's largest manufacturers of hand knotted rugs. Headquartered in Jaipur, India,
the company’s operations span across 20+ branches, 6 states and 600 villages in India with distribution to
over 40 countries with its independent base of over 40,000 artisans. The company also has a large
distribution base in Atlanta, United States.
 Jaipur Rugs was founded by Nand Kishore Chaudhary in 1978, who started the carpet business with two
looms. Over time he moved to Gujarat and the business operations were expanded primarily in tribal
regions. Chaudhary moved to Jaipur in 1999, to launch his independent firm called Jaipur Carpets. Jaipur
Carpets was converted to Jaipur Rugs Company Pvt Ltd in 2006. At present Jaipur Rugs has businesses in
more than 40 countries.
 Jaipur Rugs produces a range of rugs, pillows.
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Should JRCPL focus exclusively on hand-
knotted carpets? Why or Why not?
 DEMAND : Despite holding the biggest share in Indian carpet exports, USA still promises some growth. American
consumers simply love handmade Indian rugs. Latin American countries like Brazil, Chile, Argentina and
Colombia have a large unexplored potential..
 DURABILITY : The durability of handmade carpets is high. You can use a handmade carpet for approx. 10 to 50
years without any manufacturing and colouring problems but you cannot use a machine made a carpet for
more than 10 years in a good condition.
 ISSUES: It is difficult to determine the age, origin and materials used in making a hand-knotted rug.
 Hand knotted carpets is a premium product with high production constraints and low volume of sales but highly
priced and with high profit margin.
 Tufted Carpets take hardly 5 days to produce and production plans are relatively simple, but Hand Made Carpets
take between 2 to 8 months to complete it of same size.
 Normal Tufted Carpets are 9*9 feet, while Hand Knotted are of 6*9 feet, 8*10 feet, 10*14 feet which makes the
production more complex and time consuming.
 Normal Tufted Carpets have 5*5 knots per square inch while Hand Knotted have 14*14 knots per square inch in
turn making it more complex.
 Higher labour cost in case of Hand Knotted Carpets as in 40% of total production cost and 35% of the total
production cost is the cost of raw materials.
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Importance of Shared Values

 Successful corporate communication really starts with a healthy business culture that promotes and
models the same value system from the top down.
 Leaders of the company must clearly define the values of the organization, the vision of leadership and
expected behaviours for employees. This is the DNA of your corporate culture. Having defined goals and
values is where successful communication begins.
 Our values are important because they help us to grow and develop. They help us to create the future
we want to experience.
 Every individual and every organisation is involved in making hundreds of decisions every day. The
decisions we make are a reflection of our values and beliefs, and they are always directed towards a
specific purpose. That purpose is the satisfaction of our individual or collective (organisational) needs.
 Measures that can be adopted to 5
increase shared values.
 Embrace transparency
 Implement modern communication and collaboration tools.
 Share success.
 Share challenges.

Example:
 Management people sent to various villages for worker feedback and inviting workers to
headquarters.
 Local centers for warehousing , back office and employee feedback.
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 Recognize and reward valuable contributions

Example:
 Corporate Social Responsibility -Eye camps, medical services and
literacy programmes for all the adults in the village.
 Rural Development
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 Cultivate strong co-worker relationships

Example
 Bunkar Sakhi - friend to the weavers
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 Embrace and inspire employee autonomy

Example
 Bunkar Sakhi - address quality-related - engage in socially - better level of
bonding - promote co-worker relationships
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 Practice flexibility
 Value of providing their employees added flexibility of time.
 work-from-home opportunities
 employee taking a much-needed own time
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 Communicate purpose and passion

 Management people sent to various villages for worker feedback and
inviting workers to headquarters.
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 Promote a team atmosphere

 Management people sent to various villages for worker feedback and
inviting workers to headquarters.
 Weaving Centres to provide not only looms hygienic, comfortable and
motivating site for weavers to enjoy socially rich cultural life away from
the heat and dirt of the weather.
 Bunkar Sakhi - address quality-related - engage in socially - better level
of bonding - promote co-worker relationships
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 Give and solicit regular feedback

Example
 Bunkar Sakhi - address quality-related - engage in socially - better level
of bonding - promote co-worker relationships
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 Stay true to your core values

 Well reputed employees left the company
 Clash with profitability
 Close identification with the weavers and development of the rural community
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 Give culture building the effort it deserves

 Building a company culture takes time and energy
 Culture should align with your mission and values
 A company culture you can be proud
 Truly amazing company culture is a constant work in progress
Striking a balance between all 15
opposing views

 Weaver Development
 Bunker Sakhi
 Free medical and literacy programs throughout participating villages
 Thinker-Doer Exchange
 Large scale industries damage to the environment - Company is using
Labour-Intensive Production Processes - Boosting Employment
and Supporting Economic Growth through Export - Highly Decentralized
Manufacturing and Logistics System - Replicated by another form to make
CSR – Replicated in other industries it can bring or Add to Self-Employment
also.
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Thanking You For Your Time

Questions if any?