What is the best thing that I love about my work? I have always loved meeting people and working closely with communities. When I first went into the villages with just two looms, I fell in love with the weavers, their craft, and their way of life. I don’t have a carpet business; I have a people’s business. The artisans are the foundation of everything we do. When they find satisfaction, dignity, and fulfillment in their work, it strengthens my own sense of purpose and reinforces my faith in the journey we have built together.
What is my most treasured possession? It is the experience I have gained from the “University of Hard Rocks of Life.” It is not formal education, but the learning that came from real life. Over four decades of building Jaipur Rugs, every challenge taught me something important. Starting with just two looms taught me courage, patience, and trust. The artisans and communities I worked with became my greatest teachers. They helped me understand that business is not only about profit, but also about people, dignity, and happiness. This wisdom is my most treasured possession.
What role do stories play in my life and work? As a social entrepreneur, I always say, “We do not sell products. We sell family blessings, stories, and experiences.” Stories are the real experiences of a person that can be remembered and cherished for life. The stories behind the artisans who make our carpets are the heart and soul of the Jaipur Rugs family. From women in rural India who have gained financial independence to inmates in jail who are able to express themselves through our
Freedom Manchaha project, each story matters. Every rug carries a part of the artisan’s life, emotions, and journey.
What do the words ‘You are the storyteller of your own life’ mean to me? No one can write a person’s life story except themselves. External circumstances might affect their direction. But how one chooses to respond to it depends on the person themselves. Despite opposition and resistance from the people and the events around you, if there is faith and passion in the work that you do, you can write your own story.
What do the words “Passion Never Retires” mean to me? Retirement, I believe, is a matter of mindset, not age. When your work is your passion, you do not feel the need to stop. I chose my passion as my career, so there have never been fixed working hours for me. The joy of my life lies in speaking with artisans, meeting people, taking calls, and working on new ideas every day. Even at the age of 72, I continue to follow my passion for working with artisans and communities. This work gives me energy, purpose, and happiness. I never feel that my journey is coming to an end because passion keeps me active and alive.
What is my greatest achievement in work? Earlier, women in rural areas of my state had to veil their heads as a sign of respect when talking to men and even had to take their husband’s permission to talk to other men. In the 47 years since I have worked with artisans, I have never once talked to a woman artisan’s husband. When you have faith in yourself, a woman can see that on your face. One of our artisans, for example, Bimla Devi never went to a primary school to study and after her marriage, might not have seen the world beyond her veil. But as an artisan for Jaipur Rugs, she won the German Design in the gold category. So I think it is my greatest achievement to have helped these women artisans realise their dreams and exercise their independence.
What is my idea of happiness? My idea of happiness is people working together and caring for one another. I believe in the power of communities. When people share their stories, support each other, and build trust, they create a strong and happy community. In the villages, people call me “Bhaisaahab,” and this makes me feel that I belong to them. I feel great joy when I spend time with the weavers. Their love, trust, and warmth give me a deep sense of happiness.
What books influenced my life and how? Books have been an important part of my journey. Osho’s teachings have always been a constant companion. A recent book I picked up is ‘TAO: The Three Treasures’ by Osho. ‘Tao: The Three Treasures’, on the other hand, has become a guiding force of my life. It focuses on the many values of Taoism. Lessons include having simplicity, patience and passion, sitting with your thoughts and letting go of them in the face of unexpected conditions of life. This is one book I keep going back to.
When and where was I the happiest, in my work? I have always been happy when working, even in the most difficult moments. This is because my work is my passion – it is where I feel the most at home. But if I had to choose, whenever our artisans have received international recognition for their work, their awe and wonder at travelling through flights and seeing huge cities has made me the happiest in the past. It is also a testament to our heritage reaching the world. Even today, I look forward to connecting the local, authentic craft and heritage of my artisans to a global audience.
What project am I looking forward to work on? I wish to reach a point where our artisans are not only globally recognised as makers and artisans of the carpets but artists in their own rights. Through our business, they have built such self-respect, self-confidence and self-esteem. I hope to make their work a part of museums and art galleries. Each carpet is a piece of art; I believe it should be recognised as such.
What is my most marked characteristic? Since a very young age, I was searching for myself. When I came into the carpet business, I felt like I had finally found myself and my passion. I fell in love with my work. I believe that business is next to love. It is the creator and preserver of civilisation. For me, this love for the carpet business is perhaps my most marked characteristic.
What is the thing that I dislike the most in my work? In many handicraft businesses, where the products are made by hand, the actual artisans have been turned into labour instead of being treated as equal owners of their work. I think I dislike this aspect of the handicraft industry the most. It is very important to work on the dignity of the artisans, to ensure that they feel proud of the work they do.
Who are my heroes and heroines in real life? I will have to say that my artisans are the heroes and heroines of my life. When I first started my business, people objected to my working with the so-called “untouchable” classes of India. But when I talked to them, sat and ate with them, I experienced so much satisfaction, warmth and unconditional love. Now, people say that because of us, the artisans’ chulhas (stoves) are burning. They are wrong. Because of the artisans, our chulhas are burning and our livelihood is sustained.
If I could, what would I change about myself? When I first started Jaipur Rugs, I was too ambitious to build and expand it. If I could change something, I would first search for other like-minded people who had the same values, skills and purpose as myself. If I had got into some kind of a partnership with them and then built my business, I could have saved a lot of time and then, its form would have been completely different as well.
Where would I most like to live? Wherever I may be, I am most at peace when I am with my family. For me, there is nothing more valuable than the time I spend in conversation with my children or playing with my grandchildren. After all, a place becomes a space to be remembered by the people in it. No place is complete without its inhabitants. I do not have a favourite place. I have favourite people, instead.
What is my most inspirational location, in my city? Jaipur is a city of inspiration by itself, with its craft, culture and history. But even there, when the city life interrupts with its loud honks and bright lights, I find comfort in the silence of nature, particularly in a location called Galtaji. Nature has a way of calming the restless mind with its soothing greens and melodious songs. Renowned for its natural springs and kunds (water tanks), I go to Galtaji when I am searching for inspiration and for myself.
What is my favorite place to eat and drink, in my city? I think my favourite place to eat and drink remains a tapri. Tapris are an integral part of everyday life for the common person in my city and country. They are these little roadside tea and snack stalls, usually open-air or covered with a tin shed. Scattered across the city, these spots ground me in the reality of routine life.
Which movie would I recommend to see once in a lifetime? I would recommend Nadiya ke Paar. It is a Bollywood film that details the complications of Indian relationships, family life and its obligations, and the duties of an individual to the family.
You Only Die Once. What music would I listen on my last day? I feel connected to Indian classical music in a way that is not replicable with other forms of music. Because of how earthy and rooted it is in the realities and textures of my culture, I enjoy and relate to its rhythms the most.
Who is my hero or heroine in fiction? I think the roles played by Amitabh Bachchan are incredible. There is a depth and emotional intensity to those characters that make them feel real and relatable. Those are my heroes in fiction.
What is my greatest fear? My greatest fear is that I will fail to safeguard my weavers. I do not want them to be dissatisfied in their work or exploited by anyone. Today, the artisans have gained financial independence. They have the full freedom and flexibility to work from their home. I fear that these aspects of their life might get harmed in the future and I do not wish for that to happen.
Which living persons in my profession do I most admire? It is admirable to win awards. It is even more admirable when you do it despite difficult circumstances. I most admire the weavers who have created their own designs and gone on to win awards. Weavers like Sundari Devi; Manju Devi; Bugali, Gulabi Devi, Mobin, Gaffar & Savitri Devi; Dhafali Devi; Bimla Devi; Parvati Devi and Bhagchand; Amarchand; and Kasturi Balotia continue to win accolades for their creative designs.
What is the trait that I most deplore in myself? If I am passionate about the subject of conversation, I like to speak and voice my opinion. In moments like these, I end up speaking more than is required.
Who is my greatest fan, sponsor, partner in crime? His name is Ilay Cooper. He is an art historian and author. He has been one of the closest people in my life and my only friend. When I started Jaipur Rugs, we used to have a lot of discussions on rugs, on the market, and so on. He is a counselor for me. Not my partner in crime perhaps, but he has been my partner in some of the biggest decisions of my life. I hold him very dear.
Where can you see me or my work?
You can find me on LinkedIn: https://www.linkedin.com/in/nandkishorechaudhary/;
Instagram: https://www.instagram.com/nkchaudharyofficial/; or
My website: https://www.nkchaudhary.com/
How can you contact me?
You can email me at: info@nkchaudhary.com