CREDITS – All images sourced from Yogesh Chaudhary’s team
As the Director of Jaipur Rugs, Yogesh Chaudhary, has played a pivotal role in expanding the brand’s global presence while staying true to its heritage. Under his expert leadership, Jaipur Rugs has championed sustainability, artisan empowerment and ethical craftsmanship. With a firm belief that every rug carries a family’s blessing, he fosters personal and financial growth for thousands of artisans. A conversation with Yogesh tells us how focused he is on innovation and social impact and gives a glimpse of how he continues to shape Jaipur Rugs into a globally recognised, purpose-driven luxury brand rooted in tradition.
Q: Jaipur Rugs has seen impressive global growth under your leadership. Can you tell us how you navigated the course of the brand since you joined the business? What key strategies have contributed to this success?
Yogesh Chaudhary (YC): Since joining Jaipur Rugs, my focus has been on expanding our global presence while maintaining the integrity of our heritage. We decided to leverage our artisan-led model, emphasising sustainability, and ensuring our product offerings align with evolving consumer preferences. We constantly invest in innovation, and fostering strategic partnerships has allowed us to scale while staying true to our core values of craftsmanship and social impact.
Q: How do you balance international expansion with preserving the authenticity and heritage of Jaipur Rugs?
YC: We balance expansion by ensuring that each new market entry respects the roots of Jaipur Rugs. Our global growth is centred on telling the story of the artisans, their craft, and the values that define us. We maintain control over production to preserve the authenticity, ensuring that every rug embodies the heritage we stand for, no matter where it’s sold. My father strongly believes that it’s not just the carpet that we sell, it’s also a family’s blessing, and now that I am in the business, I believe in it too.
Q: The global rug industry is highly competitive. What sets Jaipur Rugs apart from other brands?
YC: I would say our commitment to ethical practices, sustainability, and the unique craftsmanship of our artisans. We’re deeply invested in the lives of our artisans—empowering them to create extraordinary, handcrafted products while offering them the opportunity for personal and financial growth. The heart of our brand lies in our social impact and the stories woven into each rug.
Q: How do you ensure that Jaipur Rugs remains relevant in an ever-evolving market while staying true to its values?
YC: As I mentioned, we constantly adapt to changing consumer preferences and trends without compromising our values. We focus on innovation, whether through design or process, while keeping our commitment to sustainability and artisan empowerment at the forefront. Engaging with design communities and collaborating with forward-thinking designers allows us to stay relevant while preserving our core ethos.
Q: Your business model is deeply rooted in kindness, compassion, and dignity. How do these values shape day-to-day operations at Jaipur Rugs?
YC: These values guide every decision, from how we work with our artisans to how we approach customer relationships. We ensure that our artisans work in safe, respectful environments and are compensated fairly. Our daily operations prioritise empathy, transparency, and community, all of which contribute to a culture of respect and dignity within and outside of the company.
Q: Jaipur Rugs works with 40,000 artisans across six states in India. What are some of the biggest challenges in managing such a vast network, and how do you overcome them?
YC: I won’t say it’s a challenge now, but initially, managing such a large network presented difficulties in logistics, training, and maintaining quality control. We decided to address these challenges by investing in robust infrastructure, continuous artisan training programmes, and fostering strong relationships with local communities. We have a strong workforce that ensures smooth operations and consistent product quality.
Q: You emphasise the idea of “blessings” flowing from artisans to customers. Can you share a personal anecdote that truly embodies this philosophy?
YC: I feel very grateful that we are in a business wherein we can help and empower livelihoods. While there are many, one incident that stands out is one of our artisans called Sundari Devi. Despite a challenging childhood, where she cared for her younger siblings while her father worked to make ends meet, she developed resilience that would shape her life. Marriage into a financially struggling family only added to her challenges, but she turned to weaving rugs to uplift her family’s circumstances.
When she discovered our manchahas, the art form became a canvas for her dreams and aspirations. After 16 years of honing her craft, her unique, agriculture-inspired rugs earned her multiple awards, including the Carpet Design Award in 2021 and 2024. Even after losing her husband during the COVID-19 pandemic, Sundari’s dedication to her family and art remained unwavering.
Q: In what ways do you think businesses today can integrate social impact into their core strategies without compromising profitability?
YC: At Jaipur Rugs, we have a business model that is both purpose-driven and profit-driven. Businesses can invest in sustainable practices, ethical sourcing, and empower communities, all of which contribute to long-term profitability. The key is to understand that social impact enhances a brand’s value and strengthens consumer loyalty, which ultimately leads to better financial performance.
Q: Jaipur Rugs goes beyond providing livelihoods—it fosters personal growth among artisans. Can you share a success story of an artisan whose life has transformed through Jaipur Rugs?
YC: Sure, one of our artisans, Bimla Devi’s life took a dramatic turn when her husband passed away, leaving her pregnant with their second child. As she navigated this immense loss, weaving rugs became her spiritual comfort and sole means of income. Over time, her passion for weaving grew beyond necessity. After remarrying, she continued to create rugs not just for her livelihood, but because it had become her true calling. Through Jaipur Rugs, she found not only financial stability but also personal growth, turning a difficult chapter of her life into one of empowerment and fulfilment.
Q: How do you see the role of traditional craftsmanship evolving in the modern luxury market?
YC: Traditional craftsmanship is increasingly valued in the luxury market for its authenticity and uniqueness. We see this almost every day: consumers are seeking more than just products—they’re looking for stories, sustainability, and artistry. As a brand, we embrace this shift, positioning traditional craftsmanship as a luxury in itself, offering pieces that have not only aesthetic value but also cultural and emotional significance.
Q: Many global brands now talk about sustainability and ethical sourcing. How does Jaipur Rugs ensure authenticity in its approach to these issues?
YC: At Jaipur Rugs, we have embedded sustainability and ethical sourcing at the core of our business model. From using eco-friendly materials to ensuring fair wages and safe working conditions for artisans, we maintain complete transparency in our processes. We urge each and every employee, including us, to engage with our artisans and communities to ensure our practices reflect our values, and we are always evolving to improve our sustainability efforts.
Q: The Jaipur Rugs Foundation plays a vital role in community development. What are some of its most impactful initiatives so far?
YC: Yes, absolutely. Jaipur Rugs Foundation provides education, health care, and skill development to thousands of artisans and their families. Notably, our Artisan Empowerment Program has helped many artisans improve their livelihoods and quality of life, while our Women Empowerment Initiative focuses on giving women financial independence and leadership opportunities.
Q: How do you see the Foundation’s work evolving over the next decade?
YC: Jaipur Rugs Foundation is my father’s mission, and he is very involved in making sure the Foundation continues to expand its reach, focusing on education, skill development, and women’s empowerment. Over the next decade, we aim to create more sustainable communities by providing access to better health care, improved living conditions, and broader economic opportunities for the artisans.
Q: Your father, Nand Kishore Chaudhary, built Jaipur Rugs on a foundation of strong values. What’s the most important lesson you’ve learned from him?
YC: My father has been a role model to me, and I have learnt so much from him. I would say the most important lesson I’ve learned is to always lead with integrity and compassion. He taught me that business is not just about profitability but about positively impacting people’s lives. His emphasis on creating value for both artisans and customers has been a guiding principle for my work.
Q: As a family business, how do you ensure that the legacy of Jaipur Rugs continues for future generations?
YC: We focus on nurturing a culture of innovation, ethical practices, and community building that will stand the test of time. We invest in educating the next generation about the brand’s values and ensuring that we stay adaptable while honouring our roots. Continuity in leadership, driven by our core values, will keep the legacy alive.
Q: Jaipur Rugs invites customers to visit villages and meet artisans. How does this initiative strengthen the bond between the creator and the consumer?
YC: We wanted our consumers to experience this journey so that they can connect with the artisans and their stories. We believe it is important to know the story behind the rug and the 180 hands it passes through. This direct interaction creates an emotional bond with the product, enhancing its value. It turns the purchase into more than a transaction—it becomes a shared experience of craftsmanship, culture, and human connection.
Q: What do you think global consumers seek in luxury home décor today, and how does Jaipur Rugs cater to these evolving tastes?
YC: Today’s consumers seek authenticity, sustainability, and individuality. They want products that reflect their values and tell a story. At Jaipur Rugs, we cater to this demand by offering products that are not only luxurious but also rooted in sustainable and ethical practices, ensuring that each piece is a unique reflection of craftsmanship and culture.
Q: You work with buyers and channels worldwide. What are some interesting cultural differences you’ve observed in how people appreciate rugs across different markets?
YC: In Western markets, there is greater appreciation for the sustainability and story behind the product, while in markets like the Middle East, there’s deep reverence for the craftsmanship and heritage of the rug. In Asia, colour and texture tend to be highly valued, with consumers seeking rugs that complement their interior aesthetics. Understanding these preferences helps us tailor our approach to each market.
Q: What’s next for Jaipur Rugs? Are there any upcoming innovations, collaborations, or expansions that excite you?
YC: We are focused on continuing to innovate both in design and sustainable practices. We have upcoming collaborations with designers that merge contemporary design with traditional craftsmanship. We have recently acquired the iconic home décor brand – Shyam Ahuja. We are confident that it is going to be an exciting year for us.
Q: If you had to define the legacy you want to leave behind at Jaipur Rugs, what would it be?
YC: I want to leave a legacy of empowerment, compassion, and excellence. A brand that not only offers beautiful, high-quality products but also transforms lives through its commitment to sustainability, ethical practices, and social impact. I hope Jaipur Rugs is remembered for its deep connections with artisans and customers alike and for being a force for positive change in the world.