WION’s ‘Makers of New India’ Episode 4 delves deep into Jaipur Rugs’ Empowerment initiative

In the captivating Episode 4 of WION’s ‘Makers of New India’, Rahesha Sehgal takes viewers on a mesmerizing journey into the heart of Jaipur Rugs, a brand synonymous with unparalleled craftsmanship and empowerment. From the vibrant city of Jaipur, India, Jaipur Rugs has not only revolutionized the art of rug-making but has also become a beacon of excellence and empowerment.

With a legacy deeply rooted in preserving traditional craftsmanship while uplifting communities, Jaipur Rugs has expanded its reach to six states and 600 villages in India, with distribution to over 40 countries. Through their unique approach, they have empowered over 40,000 artisans, especially women, providing them with training, fair wages, and a platform to showcase their talent globally.

The latest episode of ‘Makers of New India’ delves deep into the intricate process of rug-making, where every knot tells a story of dedication and skill. From raw materials to exquisite art pieces, each rug represents livelihoods, fulfilled dreams, and strengthened communities. The episode sheds light on Jaipur Rugs’ innovative business model of doorstep entrepreneurship, where looms and raw materials are provided to artisans in their homes, ensuring not only quality products but also dignity and financial independence.

Through an insightful conversation with Nand Kishore Chaudhary, the founder of Jaipur Rugs, and Shanti Devi, a skilled artisan, viewers gain insight into the brand’s commitment to quality, design innovation, and community upliftment. The episode showcases the meticulous 18-step process of rug manufacturing, from weaving to finishing, highlighting the brand’s unwavering dedication to excellence.

WION’s visit to Jaipur Rugs’ store reveals a diverse range of handcrafted carpets, each a masterpiece in its own right. From hand-knotted silk carpets to flat-woven jute rugs, the store offers a glimpse into the brand’s commitment to quality and craftsmanship.

Through empowering artisans and preserving traditional techniques, this episode highlighted how Jaipur Rugs exemplifies the spirit of a new India—a blend of heritage, innovation, and empowerment.

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