Nand Kishore Chaudhary founded the initiative of Jaipur Rugs, India’s largest manufacturer of hand-knotted rugs, in 1978 working beside 9 artisans on two looms. Bringing dignity back to the craft of rug making, Jaipur Rugs works with a network of 40,000 weavers in 6 states across India and takes responsibility to bind them all with the common thread of love and compassion. Over the years, Jaipur Rugs has grown into a network catering to more than 40 countries across the world who subscribe to a common philosophy of responsible manufacturing. The unique combination of the brand’s core values, unrivalled products, and the blessings through the artisans to the customers provides this family-owned business with an enduring source of competitive advantage. Artisans are not only provided sustainable livelihoods but also opportunities for personal growth and development. Various projects and programmes are organised frequently to ensure societal impact through this change.