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Implementation of certain steps for improving the quality
standards would surely help in bringing the Indian carpet
industry to an uphill.
Yogesh Chaudhary, Director of JRCPL
trade india interview
28nov 2006
What is the story behind the
establishment of Jaipur Rugs Company Pvt. Ltd. and what
factors have led to its resounding growth over the years?
At Jaipur Rugs Company Pvt. Ltd., we always believe that
“Everyone has the power to transform the world; the key is
to search within and discover your power.” This belief has
helped our founder Mr. N.K. Chaudhary to give our company a
standing in the market, by providing exceptional piece of
work to our valued customers. Mr. N.K. Chaudhary's passion
for the art of carpet making made him study this art more
closely and minutely. While interacting with the weavers, he
learned the intricacies of the manufacturing process and
eventually became an expert of the hand-knotted rug weaving
process. Stacked with the know-how of the trade, he set up
two weaving looms in 1978 and employed local craftsmen.
Initially, we fulfilled outsourcing needs of other
companies, but as time passed and as our market exposure
grew, we stepped into exports in 1999, which further took
Jaipur Rugs Company Pvt. Ltd. to greater heights. Our growth
over the years can be attributed to the fact that we have
done comprehensive study of the market, which has given us
the command and the experience for providing our customers
the best of the products. We are a customer oriented
company, and our aim is to fulfill their needs and
requirements as per their specifications. Our in-depth
knowledge of the industry has provided us the concrete base.
Our 25 years of hardcore experience right from the starting,
assured us that the carpet business is just not a game of
'try and error' but a much planned out and thoroughly
professional entrepreneurial venture. Our competent
management has become the key behind our success story and
the think tank we have assimilated over the years has helped
us weave the business environment seamlessly.
What are your main geographic markets and what steps have
you planned to consolidate your market share?
Our understanding of the carpet industry allows us to
provide the best products to our customers worldwide. At
present, we are majorly catering to USA, Australia, Canada,
Spain, Greece, and Germany amongst other countries. We plan
to consolidate our reach by developing products based upon
customer feedback which will enable us to catch a larger
share of the global carpet market.
"Service to the community" is your company's motto. How
have you been able to tackle various social issues in order
to discharge your company's corporate obligations?
Jaipur Rugs Company Pvt. Ltd. has long recognized the
importance of issues related to corporate social
responsibility (CSR), and has adopted range of measures to
ensure that we tackle various social issues concerning our
industry. In the year 2004, we introduced J.R.F. (Jaipur
Rugs Foundation) for weaver’s training and skill upgradation
to make our products compatible with the international
market and for Research & Development of the carpet industry
(in terms of design, color, texture etc). Jaipur Rugs
Foundation deals and works for the betterment of the carpet
industry keeping the following aims in mind:
1. Directing the flow of benefits for the artisans behind
the story. It is aimed at a socio-economic relation that
tosses out the middlemen and makes the artisans free from
exploitation and under payment.
2. Promotion of new designs as per the international demand
so as to bring more work to the artisans which in turns
accelerates income and prosperity.
3. Uplift the social status of the artisans by raising their
standards of living through carpet weaving which in turn add
to the economic growth of the industry.
4. Promotion of research for new technology to bring the
weaving industry closer to the international market.
5. Welfare schemes through microfinance which help the
artisans get motivated for becoming economically sound and
able to hold assets like their own looms.
6. Spreading and nurturing the art of carpet weaving for
those who are too poor to hold any agricultural holding but
can do work for a living. With job satisfaction guaranteed,
it would facilitate their sound economic living.
7. Refining and updating the skills of the artisans enabling
them to generate more income based on the quality parameter.
We have also promoted the “Extended Family Concept”. Each
and every artisan who is associated with it is considered a
family member and hence given equal importance like any
other member of family. This provides the sense of dignity
to the artisans which boosts their morale and thereby
enhance their productivity skills, which in turn bring
prosperity to their homes and of course our family
Carpet exports from India is on a downhill; what are the
reasons of the same?
India's carpet industry reels under tremendous pressure
reducing its potential due to various reason, like:
1. No value generation is being done or taken care of.
2. Lack of innovation either due to ignorance or lack of
awareness.
3. Distance from latest technology which not only increases
the production cycles but takes away the quality benefits.
4. Quality not as per client's requirements which distracts
the customer towards other players of other countries
5. Long production cycle which is often caused by
incompetent production process and management
The implementation of certain steps like improvement of
quality standards by adopting the latest technology,
following quality control measures, researches, surveys to
study the demand of the market, etc. would surely help in
bringing the carpet industry to a uphill. The government,
NGO's and the entrepreneurs themselves should come forward
and work towards the progress of this industry.
Child labour is common issue with Carpet Industry in
India & various Western buyers discard manufacturers
producting goods using Child labour. What steps are taken by
your industry to overcome this issue?
We are totally against child labour in any industry. At
Jaipur Rugs Company, we have taken various steps to ensure
that we avoid such instances. Following are some of the
parameters that we strictly follow:
1. Our work contracts are based upon the primary condition
of non involvement of child labor.
2. Jaipur Rugs Foundation, an organization we promote, also
checks for any such cases and takes action upon them.
3. Providing training to the artisans so that they can
enhance their skills and thus earn more money to restrain
their kids from child labor.
4. Exploring new artisans so that even women can learn
carpet weaving and share the work load with their male
counterparts instead of involving kids.
We all know that the children of today are the citizens -
the future of tomorrow. If we all collectively involve
ourselves for their better upbringing with educational
facilities, there won't be any room anywhere for child
labour, and we can all dream of a better tomorrow.
Do you feel that if the Government increases its support
then the success of the carpet sector is inevitable. Kindly
comment.
Yes, it will help the industry roots and will support
against foreign competency; but ultimately it is the product
that speaks for itself therefore only Govt Support is not
enough. The product should be of such quality that it steals
the market. We should ensure not only superior quality
products but also present the latest, trendy and exquisite
designs exclusive enough to attract buyers.
Do you feel that exhibiting at Trade Fairs plays a
significant role for opening new markets or reaching out to
new buyers?
Yes, they offer very good exposure to new markets and
customers which accelerates the growth of the industry. It
enables the industry to know more about latest developments
in terms of technology and material which results in better
product in less time. In these trade fairs, one comes to
know about the new trends in fashion which in turn help in
satisfying the immediate needs of the customers.
In 2005 your entity was recognised and thereby conferred
the title of "Star Export House" by DGFT. How did u feel?
Awards and accolades conferred to a company do boost the
morale of all associated with it which further motivates
them to deliver the best products and services. We were
elated when we heard of the news and it was a welcome
surprise to all of us. We were not only excited but were
also aware of the extra responsibility which stars for us
and more service to the community.
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