Di­rec­tor, Jaipur Rugs

The Ideal Home and Garden - - Craft Speak -

Con­nect­ing 40,000 ar­ti­sans from 600 vil­lages of In­dia, Jaipur Rugs com­menced its jour­ney in the year 1978, with nine lo­cal ar­ti­sans and two looms. Weav­ing car­pets from decades, the brand emo­tion­ally con­nect the sto­ries and crafts­man­ship of the weavers with the dreams and emo­tions of the end con­sumers. “In­dian crafts have an au­then­tic story, essence and beauty, which a lux­ury-re­tail brand can rarely cre­ate. It uniquely of­fers ‘hap­pi­ness’ to the cus­tomers through ex­pe­ri­ences. How­ever, lim­ited know-how of mar­ket­ing and brand­ing has proven to be a ma­jor set-back for lo­cal crafts. Most In­dian brands are un­able to con­vey their story too well. While In­dian Hand­i­craft in­dus­try has come a long way, there is still a long way to go,” res­onates Yo­gesh Choud­hary, Di­rec­tor, Jaipur Rugs.

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