Weavers, weaving and handicraft: 4 Lessons from Jaipur Rugs

What does Jugaad mean for rural artisans? How does handmade survive in the increasingly tech savvy world? What role does Jaipur Rugs play in preserving handicraft?

Aug 27, 2025

On completion of 10 years of ‘Make in India’ initiative, Prime Minister Narendra Modi, in his 114th episode of ‘Maan Ki Baat’ urged the people to buy locally made products during festivals. I recollected my conversation with Nand Kishore Chaudhary, and Kavita Chaudhary (Episode 194 - One knot at a time). Today’s TGP Samachar #18 is about indigenous craft and what it takes to build a successful business around it.

Nand Kishore Chaudhary founded Jaipur Rugs in 1978, working beside nine artisans on two looms. He started his business on the principles of dignity. Today, he is the entrepreneur behind one of the largest manufacturers of hand-knotted rugs and is often referred to as the ‘Gandhi of the Carpet Industry’.

Along with NK Chaudhary we were joined by her daughter Kavita Chaudhary. She is Design Director at Jaipur Rugs & Jaipur Living, where she leads innovation through artisan-led creativity. Trained in the US, she bridges global design thinking with India’s grassroots craftsmanship.

1️⃣ What is the foundation principle of Jaipur Rugs?

Short Answer: Love for weavers and weaving.

Long Answer: When I (said Nand Kishore) started Jaipur Rugs, everyone warned me against working with “untouchable” weavers. But I ignored the caste lines. I shared food with them. I sat beside them as they worked. That love and dignity laid the foundation for Jaipur Rugs. For sustainability to be achieved, it must begin with strong relationships. You cannot treat people like labourers and expect to connect with their craft.

What other handicraft items do you know of? Let us know in the comments 👇

2️⃣ How does Jaipur Rugs maintain artisan innocence and creativity?

Short Answer: No interference, full freedom.

Long Answer: I (said Nand Kishore) believe that creativity stems from authenticity and innocence. Take the example of our "Manchaha project" artisans. Normally, carpet designs come from a studio and the weavers are told to follow instructions. In the “Manchaha Project” we gave weavers a blank canvas and asked them to design on their own. After some initial hesitation, this led to carpet designs that gained global attention.

Are we taking enough care of our artisans?

3️⃣ What is "Jugaad" in the context of rural artisans?

Short Answer: Spontaneous & innovative solutions.

Long Answer: "Jugaad" is a term often used for hack-like solutions. I (said Kavita) could see it in the spontaneity of rural artisans. Their creativity shows up in both everyday problem-solving and artistic expression. For example, one girl had embroidered her best friend’s name on her dupatta. It wasn’t planned. It was emotional and instinctive. While jugaad typically refers to finding solutions with limited resources, I view it as a form of innovation grounded in real-life experiences.

An interesting read: Jugaad Innovation: A Frugal And Flexible

4️⃣ What makes handmade survive in a tech world?

Short Answer: Present over perfect.

Long Answer : (Kavita said) Rural people live in the present. They don’t think five or ten years ahead. They just do what’s in front of them with full attention. So everything in their life involves the hand. That’s why handwork still exists. It’s not replaced by machines because it was never about speed and was always about presence. That’s why they don’t take easily to cutting-edge tools. It breaks their rhythm.

Is handicraft the new premium?

We believe that love, dignity, and freedom are key to scaling a business rooted in indigenous craft. Jaipur Rugs is living proof of that. What do you think? Let us know in the comments👇