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Jaipur Rugs is delighting customers by streamlining their entire journey – from engagement, to purchase, to service. And with automation + rich data, employees are doing their best work.
In a world of mass-produced goods, Jaipur Rugs is keeping craftsmanship alive through its exquisite collection of hand-woven rugs. These works of art are created by rural and tribal artisans across India, using centuries-old techniques. Each knot and pattern embody the weaver’s skill, stories, and cultural heritage.
Nand Kishore Chaudhary, Chief Managing Director, founded Jaipur Rugs in 1978 to revive the traditional art of rug-making. But his larger vision was to offer marginalised weavers, especially women, the opportunity to earn a sustainable livelihood.
Today, with over 40,000 artisans across 600 villages, Jaipur Rugs is a global leader in hand-crafted rugs and a living example of how profits and kindness can go together in business.
“Our goal is simple – to connect artisans directly to consumers, enabling the free-flow of experiences and stories,” says NK Chaudhary.
Every so often, the company organises village tours where customers can travel to the weavers’ homes, and witness first-hand the process of rug-making. They can also get to know the weavers behind the rugs, and learn how these women are building a better life through their craft.
“With Jaipur Rugs, you don’t just get a product – you gain a unique experience,” says NK Chaudhary.
Untangling the knots in CRM processes
For years, Jaipur Rugs exported most of its products to big international retailers. But as its sales grew, the company began expanding its focus from B2B to B2C – selling directly to interior designers, architects, and end-consumers through its website and retail stores.
When the B2C team scaled up to 100 employees in just five years, they could no longer manage sales and service manually. Information was being dumped into spreadsheets, emails, and online folders without any control over duplicates. Meaningful insights were hard to find. And although there was a CRM tool, its capabilities were limited.
“We needed a more intelligent platform to centralise our data, automate our processes, and strengthen reporting,” says Yogesh Chaudhary, Director, Sales, Jaipur Rugs. “Salesforce was our first choice because they’re a market leader in CRM. With the Salesforce platform, everyone wins. Teams can work faster and easier, while management can gain better insights to make better decisions.”
Flooring customers with personalised sales experiences
With Salesforce Sales Cloud, Jaipur Rugs has streamlined the entire lead-to-order management process across B2B and B2C businesses. Since Sales Cloud is integrated with Jaipur Rugs’ website and retail stores, any orders placed on these channels are directly captured on the platform.
“With our previous CRM, order processing used to take ages – but now it’s completed in no time,” says Yogesh. “Store walk-ins and lead management have become much more organised. As a result, conversions have increased by 30%.”
Account management has also improved. Previously, when a sales rep left the company, data on their customer accounts left with them, forcing the incoming sales rep to start customer conversations from scratch. But now, all customer interactions and account details are captured in a single source of truth. So, even if a sales rep is new to an account, they can seamlessly pick up with the customer from where the last rep left off.
“Each rep knows exactly what the customer has purchased, liked, and looked for,” says Yogesh. “This has helped them personalise sales conversations, and improve customer satisfaction by 40%.”
Sometimes, customers opt for home trials to see what a rug will look like in their living spaces before they decide to purchase it. Each trial is efficiently scheduled and coordinated on the CRM to ensure a smooth customer experience.
Once the customer approves a rug, order fulfilment is quick and seamless.
“No longer do sales reps have to run around organising paperwork, coordinating logistics, managing changes to delivery addresses, or getting internal approvals,” says Yogesh. “These processes have been streamlined and automated. So, products can be shipped to customers faster. And sales reps can be freed up to generate more sales.”
Stitching one-to-one customer connections through marketing automation
Jaipur Rugs is also using Salesforce Email Studio and Mobile Studio from Marketing Cloud to deepen customer engagement. Teams can segment audiences, craft captivating emails or SMS campaigns, and send them out with ease.
“We’ve just begun scratching the surface of Marketing Cloud,” says Nitesh Chaudhary, Director on Innovation, Supply Chain & Technology, Jaipur Rugs. “The next step is to build more compelling customer journeys – be it a welcome journey, an abandoned cart journey, or a post-purchase journey.”
Knot a problem: Resolving service issues fast with a unified customer view
If a purchased rug needs to be repaired or restored, customers can swiftly raise a service request via email, webchat, or WhatsApp.
These requests flow onto one omni-channel platform built on Salesforce Service Cloud, where they’re converted into a case, and routed to the relevant service team – be it local or international.
A case can even be converted into a lead and shot off to sales reps through the same platform.
As a result, service has become more organised.
“Earlier, many of our customers would go straight to merchants with their service issues,” says Yogesh. “We had no way of knowing what those issues were, or how they were being handled. But service agents also have all the information they need at their fingertips to resolve cases faster.
“Agents can instantly view the customer’s purchase and service history, as well as open cases and query types – all on one screen,” says Yogesh. “This has made them more productive, and improved case handling by 30%.”
He continues, “By improving employee experiences, we’ve improved customer experiences. Queries are answered quicker, order processing is smoother, and shipping timelines have reduced.”
Even reporting has become stronger. Using Tableau, Jaipur Rugs can swiftly transform data from CRM, ERP, and third-party systems into powerful insights like demand trends and key performing areas that help the management team make better decisions.
Tableau and the rest of Salesforce’s products were successfully rolled out with the help of multiple implementation partners.
“From Gravity Infosolutions to Quadrafort, our implementation partners have consistently been great,” says Nitesh.
Designing a tapestry of digital experiences
Having seen how much its employees benefit from Salesforce, Jaipur Rugs now wants to build a customer-facing interface on the platform. Customers visiting any of the company’s retail stores or events can use the interface to enter their details, and rate their experiences.
“We also want to set up self-service kiosks in our stores where customers can browse our inventory, and visualise our products through Salesforce,” says Yogesh.
Meanwhile, emerging technologies like AI will help the company elevate customer experiences even further.
“We’re excited to see how AI-powered tools like Einstein can help us improve personalisation, and uncover deeper insights on sales or marketing,” says Nitesh. “Virtual reality has also created tremendous opportunities for customers to experience how our rugs will look and feel without even visiting a store.”
Clearly, the sky’s the limit for Jaipur Rugs.
“We’re gearing up to open many more stores, and take our brand to many more markets around the world,” says Yogesh. “Salesforce will be an important part of that growth story.”
