Building Equality

For Jaipur Living, the beauty of handmade rugs runs deep. Behind every handcrafted heirloom is a network of more than 40,000 artisans in over 600 villages across India. Seventy percent of these artisans are women—virtually all of whom have faced societal disadvantages based on gender. As a company founded upon principles of equality, empowerment, and dignity, Jaipur Living’s purpose begins with uplifting these women.

By introducing a doorstep entrepreneurship model that eliminates the middleman and allows us to work directly with our artisans, we’ve been able to not only provide them with a reliable wage that far surpasses the industry average, but we also provide them with access to healthcare, as well as educational and social development opportunities.

“We’re not only giving these women a sustainable livelihood, but we’re changing their confidence, we’re changing how they’re seen in their communities. —Asha Chaudhary

 Through social initiatives in partnership with the Jaipur Rugs Foundation, Jaipur Living provides its artisans with a sustainable income, as well as healthcare, educational opportunities, and personal growth initiatives.

“Women in India are often seen as subservient to men in the social ladder,” says Asha Chaudhary, Jaipur Living CEO. “When we provide a woman with skills and with a job, and she starts earning as much if not more than her husband, her confidence changes. We’re not only giving these women a sustainable livelihood, but we’re changing their confidence, we’re changing how they’re seen in their communities. They support each other, and they’ve become so powerful that the men can’t mistreat them.”

Jaipur Living’s unique doorstep entrepreneurship model means that the company employs artisans directly.

What’s more, by delivering the raw material required to create handmade rugs directly to a weaver’s doorstep, we make sure they don’t have to choose between taking care of their families and making a living. “The weaver’s home becomes a small production unit,” says Kavi Chaudhary, Design Director at Jaipur Living’s India-based counterpart, Jaipur Rugs. “Our supply chain allows women to make their dreams come true while working from home.”

In fact, many Jaipur Living weavers channel their marketable skills and leadership abilities into becoming entrepreneurs, employing and teaching skills to more artisans. “Everybody grows because it brings prosperity into the family and the community, and others see it and they want to grow,” says Archana Chaudhary, COO. “It’s a whole mindset change.”

“I believe women are the future of leadership… If we want to raise the level of who we are and bring real change, uplifting women is critical.” —Asha Chaudhary

It’s this kind of empowerment that extends into every facet of Jaipur Living, where sisters Asha, Archana, and Kavi Chaudhary have shaped the company into the progressive innovator it is today.

“Growing up, my mother and father did everything they could to give their three daughters every opportunity a man would have, and that gave me the confidence to go after anything I wanted,” says Asha. “My father moved a thousand miles across India from Rajasthan to Gujarat because he heard it was the most progressive place in the country to raise daughters. He uprooted his entire life and left his whole family because he knew that he wanted to give his daughters the same opportunities boys have.”

“I’m so proud of what we three daughters have accomplished in the industry,” she says. “My sister Kavita Chaudhary is one of the most talented and respected rug designers, and my sister Archana and I have been able to create an incredible brand, Jaipur Living, together.”

Not only is Jaipur Living women-led, but its senior leadership team is nearly 60% women. “I believe women are the future of leadership,” says Asha. “When we empower women, we’re empowering the next generation, and the one after that. If we want to raise the level of who we are and bring real change, uplifting women is critical.”

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