Our Vision

To create a society of equality, justice and peace through opportunity and socio-economic development.

Our Mission

To serve as a social innovator promoting the cause of artisans by providing them with job opportunities resulting in an uplifted rural society.

The Visionary

The man who revolutionised the traditional carpet industry in India, Nand Kishore Chaudhary established JRF to enable economic prosperity among destitute communities. Starting with one vision, two looms and an extraordinary journey, he was able to connect people around the world with the timeless craftsmanship of Indian artisans.

Through the coming years, he developed a network of more than 50,000 artisans spread across five states, who today work with dignity.

Why we exist

We work on the philosophy of totality,

By creating a complete ecosystem that empowers artisans. This is accomplished by focusing on Entrepreneurship Development and Social Development.

The primary effort is invested towards solutions that emphasise on creating social value. Sustainable livelihood and facilitation of social development is achieved by initiating dialogues with the rural communities about opportunities in the carpet industry.

What we do

More than 10 million craftspeople form part of India’s heritage, practicing unmatched hand-crafting skills. The traditional crafts symbolise their cultural identity, while each product has a unique identity. Mechanised mass production endangers these timeless crafts by wiping out creativity and transforming their culture for the worse.

Our purpose is carefully connected to the Sustainable Development Goals, and find sustainable market-based solutions for the disempowered. People are inherently dependent on agriculture, but the sector provides limited income through the year and has resulted in agriculturalists looking for alternative sources of livelihood, inducing large scale migration and displacement.

The Jaipur Rugs Foundation began as a simple dream, to make the lives behind hand-crafted rugs have the opportunity to live and work as dignified individuals, and to revive the 2500-year-old craft of rug weaving.

Our Presence and Impact

The Foundation is currently working in five Indian states; Gujarat, Rajasthan, Uttar Pradesh, Bihar and Jharkhand.


Impact to lives




Total Jobs




Education to rural people

Sustainable Development Goals

The Sustainable Development Goals are a collection of 17 global goals designed to be a “blueprint to achieve a better and more sustainable future for all”.


SDG 1 No Poverty

Independence to women is prioritised through robust skill training

and linking them with the value chain in a short time span.

Till date, more than 50,000 artisans are earning a sustainable income.


SDG 3 Good Health and Well-Being

We care for the well being of our artisans and their community.

To fulfil this vision, we provide periodic health check ups in the remotest rural areas.

By bringing free medical facilities at the doorsteps of our artisans, we positively impact SDG3


SDG 5 Gender Equality

We run an Alternative Education Program, to intervene and empower women to build

their aspirations and desire to learn. We focus on building confidence

and leadership skills in young women to assume leadership roles within their communities

and subvert traditional gender imbalances. The high woman workforce ratio is testament to

the foundation’s effort in championing gender equality.


SDG 8 Decent Work and Economic Growth

The artisan work-force of over 50,000 artisans,

predominantly working from home and earning their living without exploitation,

protects them from risks of migration and increases quality of life.


SDG 12: Responsible Consumption and Production

Manchaha (Artisan Original), the unique sustainable initiative

uses left-over hand-spun yarn to make an artisan’s own design and reduces industry-wide wastage.

It is a remarkable example of sustainable production – reusing and revival from waste,

the problem becoming its own solution.


SGD 17 Partnerships for the Goals:

We positively impact SDG 17 by initiating strong global partnerships

and cooperation to achieve the global goals and create incredible

impact in the artisan community of India.


One hand-crafted rug passes through 180 hands from start to finish, and it’s a testament to craftsmanship in itself. Each one of those 90 people possess unique and irreplaceable skill, as it takes years to harness. To join all these hands together requires a decentralized model, reaching out step by step to each specialist to create quality that is unmatched. This is made possible only through building bridges of compassion, empathy and love.

Although each individual in the process is a unique craftsman, the technical description will easily skip the understanding of one who is not a part of the rug industry.

Buy Handcrafted Rugs by our Craftspeople