Jaipur Rugs Foundation, a corporate social responsibility of Jaipur Rugs Company Private Limited aims to uplift the underprivileged and deprived communities through carpet weaving was founded in 1999, with a mission to encourage grassroots mobilization of weavers and to improve the welfare of the company's weavers and their families. They connect them by making a global supply chain, focusing on development of human skill sets, and providing stable source of incomes for rural men and women, and connecting them to international markets. The company not only uses traditional weavers, but also teaches the people, who do not have this skill. Raw materials are sourced from around the world, and processed into rugs with traditional and new designs. Jaipur Rugs Foundation establishes a profitable commercial connection between poor and rich. Jaipur Rugs Foundation is driven by social values, by its commitment to provide competitive wages to its workers, investment in their skill development training, access to healthcare and education, giving loans to the contractors who are aspiring entrepreneurs.

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The foundation is based on the concept of 3E's- employment for the unemployed, employability for the artisans and developing them as entrepreneurs. Jaipur Rugs Foundation collaborates with the Panchayati Raj and local government bodies to motivate the artisans to develop their capacity building, technical knowledge, quality control and provide them with credit facilities.


Jaipur Rugs company pvt. Ltd.

Livelihood generation in carpet weaving

Welfare like health, education, sanitation and women empowerment

Technical Inputs


Global Market Linkage

Supply of raw materials

Quality control


NGOs and Government bodies

Jaipur Rugs Foundation

Capacity Training

Relationship building with the government bodies / local bodies/ local ngos/ panchayati raj and corporates

Credit linkages

The above diagram shows the working model of Jaipur Rugs Foundation. JRF emphasises relationship building with govt. bodies, capacity training, so as to prevent the exploitation of the employees, also carrying out various welfare activities like education, sanitation, and providing technical inputs, training, raw materials, and global market linkages to the artisans. It acts as a facilitator to the people to provide them with direct access to the markets.

The basic approach taken by the foundation is:

Identifying the rural areas by conducting several meetings by the mobilizers to understand the area.

After identifying, then research is done to understand the livelihood activities undertaken by the people of the area and identifying the households that are willing to take the carpet weaving as their livelihood

Identifying the talent and the potential of members by forming various self- help groups by conducting meetings and surveys.

Selection of the people who are capable

Training of the members is done to improve their carpet weaving skills, and induce more sets by providing technological inputs by the company. Also, various welfare activities in health, education, sanitation, and leadership and entrepreneurship training is also provided.

At last, it provides global market linkages through Jaipur Rugs Inc. by providing them competitive price.

How social mobilization is designed and practised:

There is a special post for mobilizer that conducts meetings with the villagers, to mobilize and motivate them and is specially positioned for community mobilization and formation of SHG. SHG is the main empowering tool at rural level, to encourage, empower and sustaining them. To form a SHG, motivational seminars and follow-up seminars are required. Motivational seminars help people to interact with each other and also allow them to live in peace during training period. It also inculcates enthusiasm and introduce and orient people towards the helps the weavers to jell with each other well and creation of awareness about their specific roles.In motivational seminars, following points of discussion are there:

Source of incomes

Per day earning

Existing issues

Introduction to SHG

Benefits of SHG

Benefits of carpet weaving

Awareness about health and education of its members

In mobilization phase, the artisans are mobilized in carpet enterprise groups. Each group will collect savings and do inter- loaning also. They also meet once a month to discuss their progress and also what they plan for the future. These activities create a sense of belonging between them and also create a spirit of togetherness. After some time, these groups can be registered as a producer company also.

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After mobilized phase, the capacity building is carried out to enhance the skill set of people, by focusing on carpet- weaving skills and technological up gradation. The groups are trained through a series of skill training programs in design development and improve production and productivity to increase earnings.

After capacity building, the focus is on providing adequate infrastructure as there is no regular place for giving trainings to the artisans; management and control of various processes; and storage, collection and distribution of produce in the area. Hence not all the material can be stored and checked at the place itself. the transportation expenses are borne by the artisans and the products arrive at the companies without quality check. Thus there is a requirement to establish a common facility center (CFC) in the cluster area comprising of production collection & distribution center, cluster office, training center, library and primary quality checking office from where various types of services can be delivered as per requirements.

Artisans are not alert about the quality desired in the market; there is no appropriate system of quality checking and quality control. Artisans are also not interested in self checking, the advantages of quality management and fatalities of quality unawareness. The Middlemen are not accountable for monitoring; they just gather the product and deliver it to the next link in chain. If there are any losses due to the lack of quality the amount will be deducted from the artisan's wage. To remove the concept of 'Thekedaar' (contractor/middleman), first, there is cluster activity in which every artisan is the owner of the Cluster work. Then, a team of supervisors is formed through enterprise management training. This team will guarantee the quality control and supervision in a systematic way. After the products are guaranteed to be of higher quality, they are then exported by providing market linkages with the export company, Jaipur Rugs Company.

Once the income will start through continued job work then the artist start to understand the idea of supply cluster and producer's company structure creation. The base of the company will be an enterprise group governed by elected members and all members of the cluster will put in a share in the company. Capacity Building of the governing body will be JRF's duty. Registration of the company will be done during the course. The cluster will be managed by JRF at first, but the management will be transferred gradually to professionals chosen by artisans or the artisans themselves.


Case 1: Ganh Kamei, 23 year old women, hails from Nagaland. She lived with her parents and three siblings. Being the eldest daughter in the family, she left studies early and took the responsibilities of the family on her shoulders. She wanted to take care of the family and also wanted to had the desire to work for the upliftment of the society. She started as a teacher in a government school under sarva shiksha abhiyan, but soon came in contact with the Jaipur Rugs Foundation through a social mobilization programme. She joined the organisation and was completely dedicated to her work, so her passion was identified by jaipur rugs foundation and she was selected for Design and Development programme. This training gave her a holistic picture of the carpet weaving industry. Later, she was made branch manager. She now handles the inventory, production aspects and is also involved in the mobilization process. She is focused on providing innovative designs and colours. She is determined to become successful business women. Her efforts are now gaining popularity because of their inherent beauty.

Case 2: Kesri devi, blind from birth, had to face many difficulties and challenges in life, because of physically handicapped and also from a scheduled cast. Her family consist of 8 children, 6 daughters and 2 sons. The children dropped formal education and were sitting idle. Later they learned weaving hand knotted carpets and started working in contractors looms. The working conditions were harsh and their income was only 1400-1600 per month.

When JRF started its work there and its team and resource members conducted seminars and motivation seminars and follow up seminars, the daughters Asha and Sita came in contact with them and became member of the SHG. Regular meetings with the group increased their awareness on health, education and livelihood problems. They also attended carpet training programme. Due to the training their skills improved considerably and it also led to increase in monthly income to 2500 a month. From this money they constructed shed for the carpet looms and also send the boys to school. The social workers helped Kesri Devi to avail free bus pass.

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Case 3: Khairatilal is a successful weaver cum entrepreneur from Piplai village in Thanagazi, Rajasthan. Earlier, he used to work as a single weaver trading his product to avaricious middlemen in his village. He was not having adequate expertise to try out new techniques in carpet weaving. In his village, the main profession widespread among the villagers was farming. They predominantly grew wheat, maize and barley during the period January/March. They had to sit inactive for the rest of nine months. Even the earnings from farming proved to be uncertain due to the risk of monsoons.

Some years ago, representatives of Jaipur Rugs visited Khairatilalji‟s village. Slowly, some people started working with the representatives. Finally, the pilot project initiated by this organization has been gaining popularity in this village. Various motivational seminars and follow up seminars were conduction to mobilize people and self-help groups were being formed consisting of a combination of both men and women, with no restrictions on age and caste (according to him). The villagers were free to make a decision on their group members.

He earns around Rs.150 per day for his regular working time of around 8 hours. Second hand machines necessary for weaving carpets cost in the range of Rs.5000-6000. He had money to buy this machine, so he bought it from the company. Those who cannot manage to buy these machines can work on the machines that are owned by the company. Those who want to buy the machines through loans can also do so because the company is working for carrying out their credit requirements with the help of SHG Credit Linkage through banks. The banks charge 12% interest rate on these loans and the loan amount is in the range of Rs.5000-6000. If the weavers work on their own machines, their payment per square feet will be much superior than if they work on company‟s machines. Since, he had previous experience in weaving carpets alone, he had to undertake training for only 26 days. During this period, he was paid Rs.50 per day.



Jaipur Rugs Foundation also try to make efforts to make carpet industry free of child labour. They encourage the weavers to provide proper care, nourishment and education to their children. For achieving this, they take the initiatives like:

Creating awareness among the consumers to buy the products that are not made by children

Creating educational opportunities for child workers.

Motivating the children to continue their education

Providing sustainable livelihood to weavers so that they are not forced to send their children to work.

While taking motivation seminars and mobilizing people, contagion theory is widely applicable, as it states the temporary transformation of people under group influence. Convergence theory, which is based on convergence of people who share the same predisposition, is also applicable in some cases, where people were self- motivated to learn the art and craft, and earn their living.

In this the leadership also has a very important role to play. Right from mobilizing people to formation of SHG's to training and marketing their products, the leaders should ensure that they infuse confidence in the people, and also foster cooperative behaviour. Also developing leaders is a crucial aspect of this organisation, as they try to develop entrepreneurship skill amongst the rural weavers, to bridge the gap between customers and weavers, and providing opportunity to establish them and contribute to the industry. This allows the weavers to understand the customers better and also customers can see the emotions and feelings attached with the weavers work. Rural weavers are basically structured and made as self- employed and self- sufficient so that they can enjoy their work and also contribute to the society.


Jaipur Rugs Foundation also organize campaigns to create awareness about education among rural weavers. Various motivational seminars are conducted by Jaipur Rugs Foundation to motivate the rural weavers and their children to participate in pravesh utsav, a programme conducted by the government department during july in all government schools to enrol all children who are eligible in school.

Jaipur Rugs Foundation also designs some skill training programmes:

Skill upgradation training: it focuses on providing carpet-weaving skills and technological upgradation to the weavers. It also trains them in design development and loom operations and also enhance the skill set of weavers.

Skill and design development training: under this programme, training is provided to individuals, not skilled at carpet weaving.

Entrepreneur skill training: under this programme, specific tools and techniques are used to enhance the managerial skills of weavers.

These training programmes help in increasing output and increase in income based on quality.





As carpet weaving is primarily a home based occupation, many women are also likely to adopt it. Since there are many restrictions on women, in the area, and women are not allowed even to move out of their homes, so through carpet weaving women can generate income without moving out of their homes and also without neglecting their domestic work. JRF works on reflected movement for women empowerment. It reduces the economic dependency of women and also increases their economic value in the society through self-employment. It also results in increased social and political decision making. While implementing various projects across several villages in India, JRF worked with women artisans and that they were more enthusiastic and practical about learning carpet weaving to uplift their social status and earning. Males on the other hand, were cynical and less concerned to understand their family needs. Through various efforts and collaboration, JRF was able to control injustices existing against women. Carpet weaving has helped many rural women artisans to continue an enhanced livelihood.

Thanagazi Carpet Cluster Development Project: it is a project of Jaipur Rugs Foundation in association with Department of Industries (Government of Rajasthan).The idea is to provide an improved livelihood prospect as a result promising an improved today and tomorrow. Thanagazi is a rising hub of carpet weaving industry providing livelihood to thousands of weavers. Through this project an effort is made to augment the earning capacities of the weavers and create them social entrepreneurs. In this there is also an option of cluster formation that includes the following steps:

Mass awareness for motivating artisans for carpet weaving- this motivation is done through motivational seminars and follow up seminars in which the mobilizers try to mobilize and motivate the people to increase their participation in this form of art.

Then, the survey is done to identify the potential women entrepreneurs and leaders. Leader role is very important as to keep the participants motivated and try to increase their participation in the programme.

Various artisan groups like SHG, CIG are formed. These groups are very important, for enrolment and initiation activities.

Then there is linking of these groups to the banks for financial security

Various other community development activities are carried, so that they try to win the confidence of people, to increase their participation.

Various other meetings like monthly meetings, savings and inter- loan are also carried.

Then there is initiation of skill and design training programmes. The workers are to be trained for quality improvement.

Placement of sample order is done. A sample order is placed, so as to see how it looks.

Then there are various measures to check the quality and how to improve the quality standards.

Then there is aggregation of artisans groups into producer institutions, so as to develop their entrepreneurship abilities.

Then a common facility centre is created as a business hub, as all the business activities related to carpet weaving takes place there.

Then, further technology and skill upgradation takes place. Improved technology and skills lead to better productivity amongst the workers.

Then, there is placement of commercial orders, through market linkages provided by Jaipur Rugs Company.

Also, various quality checks and improvements are provided so as to provide the best quality to the end consumer.

Then, the marketing of carpets is done, so as to get them a better price, using the market linkages of Jaipur Rugs company.

Finally, handing of business ownership to producer institutions is done, as they have developed their entrepreneurship abilities and are now self- sufficient to produce the carpets of highest quality.


This programme was started to promote carpet weaving as a sustainable livelihood option and also to increase the earnings of artisans from Rs.40-50 per day to Rs.80-120 per day, so as to relieve them form the exploitation of middlemen and agricultural landholders. Other objective was to provide consistent employment and training programmes and to bring the BPL/SC/ST women and other underprivileged families above the poverty line. Also, it provides a self- sufficient, reliant production and marketing structure.

For implementation of this activity various steps are taken:

Selection and recruitment of project team is done. The main responsibility of the team is to mobilize the local population and also selection of potential beneficiaries, to train them, and also selection of areas where this project can be implemented.

The team is then provided specific training and induction so that they develop in a planned way and also their efficiency is improved and gives them understanding of the overall project and its activities.

The, rapid assessment of the village is done, so as to increase villagers participation and enhance their confidence. It includes rapport building exercise, PRA, interest generation and villager involvement.

Then, various meetings are conducted with the potential artisans to mobilise the, motivate them and increase their participation in the project. it also improves communication and interaction with the villagers.

Then, a follow up meeting is organised to associate the artisans with the carpet weaving activity. Also, it ensures those artisans who are highly motivated and passionate are associated with JRF.

Various enterprise groups are formed, and the artisans and potential artisans are grouped in groups which are used for skill training and also management group trainings.


So, we can conclude that Jaipur Rugs Foundation is also involved in mobilising people, so as to increase the villager's participation in carpet weaving programme, through their motivational seminars and follow up seminars, through PRA and rapport building exercises with the villagers. They do so, by meeting with the villagers, and also follow up meetings with them to ensure that those willing and passionate enough and also are motivated are not left out. They have specially created a post of mobilizers to carry out this job. Panchayat representative, village headmen or the gram pradhan were always informed about how the project is going on, and they regularly visited the centre to infuse enthusiasm in the employees, to motivate them and also increase their participation in the activities. After mobilization phase, only other stages like capacity building, training, quality checking and providing market linkages are followed. Through their various programmes, they are also providing sustainable and continuous incomes to the women; by mobilising them through meetings and follow-up meetings they are also helping in their skill development and employment generation activities. Also, as in mobilization phase in ideology the emphasis is on mass appeal, centres on issues of deprivation and collective participation; the ideology of the organisation is to increase the participation of more and more employees by emphasising on mass appeal and stress on issues of deprivation and collective participation. In institutionalization phase in ideology, the movement ideology is translated into specific programmes, and the major stress is on implementation of programmes; same in case of this organisation in which in institutionalization phase, the mobilized people are then trained, and are further educated for producing effective output. Also, collective entrepreneurship is promoted, to provide opportunity and incentives to individuals to share various technical and market information So, finally, it is the mobilization that is helping the organization to bring more people to the craft of learning carpet weaving, and also, trying to increase their participation in achieving organization's objectives.