Director, Jaipur Rugs

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.