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JAIPUR RUGS GOAL: ACHIEVE INDUSTRY LEADERSHIP POSITION
WHILE MAINTAINING TRADITIONAL FOUNDATION
Asha Chaudhary
Archana Chaudhary
By
Janet Herlihy
ATLANTA, GA. -- 2006 has been an
eventful year for Jaipur Rugs. Under new corporate
leadership, the importer continues to expand in new
directions while maintaining its foundation as a supplier of
traditional rugs.
The U.S. operation is now headed by the sister team and Asha
and Archana Chaudhary. Asha is chief executive officer and
Archana is chief operating officer.
The two women are expanding the company's product line and
distribution channels with he goal of taking Jaipur to a
leadership position in the market.
The company has also moved its US headquarters to Atlanta
from Dalton, GA.
Family Vision Guides Change
Asha and Archana are the daughters of Nand Kishor Chaudhary,
who with his first partner, Bob Kirby, brought the company
to the U.S. in 1999. According to Asha Chaudhary, 20 years
ago her father had a vision to better the lives of rug
weavers in India by working directly with the weaving
families. "He developed a new business model by going out to
the villages, contacting the weavers directly and providing
them with company-owned looms and eliminating all the
middlemen, Chaudhary said.
Today, Jaipur maintains satellite offices that deliver the
materials to the weavers. "We assist in education for the
weavers' children and monthly doctors' visits, Chaudhary
explained. "We are working on improving their attitudes and
mindset, as well bringing personal hygiene awareness. We are
also upgrading their skills so the weavers can attain a
higher level of income. We are working on several joint
projects with the Indian government with the involvement of
World Bank in improving the quality of life of the weavers.
I grew up with that philosophy and wanted to be a part of
that vision.
Control from Concept to Finished Product
Being the manufacturer as well as importer and wholesaler is
also a good business strategy. "Our greatest advantage is
being vertically integrated, Chaudhary said.
"We have control over the rugs from concept to delivery. It
allows us greater ability to program mid-to higher-end hand
knotted qualities. It allows us to experiment and deliver
new trend-setting products faster and we can handle special
customer needs with ease. There's nothing we can't do in the
realm of handmade rug manufacturing, she stressed.
Before fully taking over the reins of the business, the
Chaudhary sisters were assisted by industry veteran Nader
Emami, who served as president of the company from
September, 2005 until his resignation this Summer. Emami is
currently a consultant to Jaipur.
Taking Jaipur to the Next Level
The Chaudhary sisters have been busy since taking the helm
at Jaipur. The showroom at AmericasMart, Atlanta, has been
renovated and the company is scheduled to open a showroom in
2008 at the Las Vegas World Market Center Building C.
"We will be ready to show at the Vegas market in 2008, where
we hope to reach many West Coast retailers, who do not
attend either High Point or Atlanta," said Asha Chaudhary.
"We are exploring other retail channels to expand beyond our
core of approximately 400 customers, mostly specialty
stores, which have been the company's primary distribution.
"
Asha Chaudhary with Jaipur's new 2x3 sample
rack which was introduced at this Fall's High Point market.
Furniture stores are one area
that has a lot of potential, according to Chaudhary.
"Furniture
retailers are looking to maximize dollars per square foot
and we have come up with a 2x3 sample program for that
market, she said.
"Our goal is to offer product hat is more relaxed and
transitional in fashion-forward colorations. We will change
with market trends. We intend to add other price points to
the line and are looking into hand tufted qualities and
other hand knotted products to create an
entry-level group of rugs.
Jaipur also does a good business through major high end
catalogs and is looking to expand into home furnishing
retailers.
While not selling to onlineretailers now, the company will
establish a presence with that channel when the line
includes products for that audience, according to Chaudhary.
Sales have continued to be strong this year, she reported.
"Of course, we could always do better, but we have realistic
expectations and have exceeded them all.
Diversification Includes Fashion
Jaipur will introduce new collections at the January Atlanta
Market that will include more transitional designs, updated
colors and price points.
In India, Jaipur's 15,000 weavers and 32 designers produce
the product. "We give the designers in India lots of
feedback from the U.S., Chaudhary emphasized, "Occasionally
we also purchase designs in the US," she said.
"We are totally computerized in India, so the process of
designing, coloration and sampling is much faster. The time
from a final design to a 1x1-ft strike off is three to four
weeks. We want to help our customer build their businesses.
Customers can now provide us with their own designs as well.
Last January, Jaipur was the recipient of a 2006 America's
Magnificent Carpets Award. It won the Handmade $12.01 to $23
per sq. foot category for Jaimak 04, part of the Jaimak
Collection of hand woven Soumak flat weave rugs.
Ice Blue is part of the
Atlantis collection.
An example of styles in
development, this transitional design may be part of a new
Jaipur collection in 2007.
Today Jaipur's line consists of
10 collections including 50 styles in retail price points
ranging
from approximately $599 to $2,800 in 5x8 size. Jaipur's
warehouse in Atlanta holds backup stock and current program
inventory.
Future Plans
"Or biggest challenge is to bridge the gap and solve the
lack of transparency between manufacturing and distribution
and create more value in a quality product, Chaudhary
emphasized.
"Our goal is to be an industry leader that listens, responds
and delivers to its customers. Our close ties to and
background in manufacturing is a great advantage. We want to
further our Father's vision for weavers and be successful in
the U.S. rug market.
Female Leadership is a Strength
In a traditionally male-dominated business, the Chaudhary
sisters have a thoroughly modern view of women in industry.
Agreeing that women make most of the buying decisions at the
consumer level, Chaudhary
added, "Having a female sensibility for fashion is an
advantage and our manufacturing background and experience is
invaluable. The industry has been very supportive so far.
Asha Chaudhary first came to the U.S. in 1997 to attend
college and graduated from Emory University in Atlanta in
2001. She returned to India to learn about
the business and returned in 2005 to take over the business.
As COO, Archana Chaudhary handles day-to-day operations
while Asha oversees product development, sales and
marketing. Archana came to the U.S in 1999 and graduated
from North Carolina State University in 2003.
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