NK Choudary founded Jaipur Rugs in 1978. He based his business on the principle of dignity, employing "untouchables" and subverting centuries-old practices that had shunned the poor, women and artists.
He has said this about the empowering, inclusive, responsible, and progressive company he was creating:
"Let goodness, fairness, and most importantly, love prevail in business;
profits will inevitably follow."
Since that time, Jaipur has brought a sustainable livelihood to the doorsteps of 40,000 artisans. Jaipur weavers work in 700 villages across five states of India. These artisans are passionate, dedicated, and extraordinarily creative human beings. They have fostered healthy and prosperous communities while contributing to the revival of an age-old art.
85% of these weavers are women. Weaving has helped them gain financial independence, liberating them from the shackles of traditional customs. Many of Jaipur’s women weavers have become grassroots leaders and award-winning designers.