Auto Biography of N. K. Chaudhary

1. SUBMITED BY
RAKESH NARESH KAMTAM
MMS SEM II
Roll : 22

2. N. K. Chaudhary: The Vision of Empathy
("Visionary, Man of the Masses, and a Businessman with a Heart of Gold")
Finding himself (1953-1977)
Mr. Nand Kishore Chaudhary was born on 13th June, 1953 in Churu district, located in
Shekhawati region of Rajasthan, India. His parents, Bhani Ram Chaudhary (father) and
Saraswati Devi (mother) brought him up in a traditional Marwari family environment. His father
handled shoe-selling business, where his mother was a housewife. His mother pampered him and
his younger brother the most, among six children, including four sisters. He schooled in a
primary government school, as there weren‟t many private schools at that time, and it was even
quite difficult to afford for a middle class family. As a child, he was serious and introvert with no
friends, but good in studies and appreciated by his teachers. He loved studying and was a keen
reader.
Since his childhood, Mr. Chaudhary used to spend time sitting alone, observing the beauty of the
nature. Till the time he reached college age, this alone time extended to several hours of an odd
relaxation, watching patterns on sand mounds, camels, girls wearing veils and men in the turban.
During these days, he met a young foreigner, Mr. Ilay Cooper, who was doing a research on
Shekhawati wall paintings, and got acquainted. Both shared the same interest, in love with the
colorful art and turned to be friends. Mr. Chaudhary discovered that his friend from overseas has
a great vision towards life, and the art of living. He used to spend long hours contemplating
about life, and reading Ramayana (ancient Sanskrit epic), Geeta (Hindu scripture), Mahatma
Gandhi and Rabindranath Tagore. Since his youth, Mr. Chaudhary had developed a bent of
affection and compassion for the needy. Altogether, he was a blend of an experimenting one with
his ambitions too.
He accompanied his father at the footwear store, pursuing his graduation from Lohia
Government PG College, Churu. His inbred management skills resulted in thriving business,
where takings elevated at the store. Days passed working and the date 12th December‟1977 was
recorded as the most auspicious day in his life, his wedding with Ms. Sulochna.
A learning period (1978-1998)
Mr. Chaudhary spent three years working at his father‟s store, but his inclination towards art
never stopped. There was a spark inside his heart to make a difference in the conventional
exploitative business customs. Where, these days beautiful carpets were manufactured in the
vicinity of Jaipur. He emphasized on fostering the spark within and studied the art of weaving
and scope of carpets at Jaipur, and got acquainted with exporters here.

3. Mr. Chaudhary‟s come back to his native place Churu, seemed as if he is enlightened. He
refrained to pursue his father‟s shoe-selling business and a job for the position of a cashier in a
bank, which he got selected for. He asked his father to lend him a sum of Rs. 5000, which he
expended to buy a bicycle, raw material and loom for carpet production. In 1978, he initiated a
small setup, with just two looms and a handful of weavers. Worked round the clock to establish
business, travelled miles on his bicycle to procure the raw material, ate with weavers near the
loom, spent nights at the production center, but loved the designs created.
He mastered the art by learning from weavers and by the end of third year 10 additional looms
with a few more artisans were installed. His hard work and determination observed expansion of
business, and the looms were installed in Ratangad, Sujangad, Laxmangad and Jodhpur, within
years.
Over the time, his younger brother joined and they decided to work with the tribal communities
of Gujarat. Exports of these hand knotted carpets were a big leap. From Rajasthan, the business
expanded to Gujarat, where he faced many challenges and worked with Tribes, SC/ ST and other
backward classes. Gujarat was a flood prone area these days, with no roads and people had to
swim to reach their destination. He stayed with tribal people, understood them and their lifestyle,
and brought their traditional designs on the carpet. A small scale industry was set-up at a small
town, Valsad, where he initiated to export directly, this began to benefit the weavers. Mr.
Chaudhary always had this thought in his mind that, “Carpet is an art, and its makers are artisans,
and they should get benefited by it.”
In contrast, the weavers were stuck in the unwanted value chain and exploitation. They were
dependent on the middlemen for job work, and there were times when they remained
unemployed, becoming poor day-by-day.
Thought plus emotion creates conviction, conviction created reality.
Mr. Chaudhary realized the strength of the poor and was aware of their potential. He desired to
spend prosperity, felt an urge to help the poor with sustainable source of earnings leading them
towards a dignified life. His next step included mobilizing the poverty-struck deprived
communities, training them to weave carpets. And now, government schemes for the poor were
brought to practice by Mr. Chaudhary, the funds from government helped the establishment of
looms in Gujarat. The business grew from Valsad, to a number of towns in Gujarat, as his
products and designs were appreciated all around the world. He had spotted a wireless set in an
exhibition in Ahmadabad and got himself a radio license. He put in 15 fixed stations and bought
20 bikes and 2 jeeps to travel over rocky terrain. Mr. N K Chaudhary‟s employees checked for
quality, supplied raw material and made payments. “Initially, I would go to an artisan‟s house
and spend the night and return after 2 or 3 days,” recollects him.
He recollects, “Gujarat‟s was an enriching period, a school, where learning of various knotting
techniques and design trends was undertaken, a Gurukul.”

4. All along with delivering the best of the quality, he tried bridging the gaps between the two
worlds, viz. the grassroots and the global markets. Mr. N K Chaudhary believes in the “Extended
Family Concept” in which artisans are not looked upon as mere laborers but rather as family
members. Every artisan associated with him is considered a family member and hence given an
equal importance like any other member of family. This strengthens the bond between his
thoughts and the reality enabling him to have a closer and more deliberate relation. This also
provides a sense of dignity to the artisans, which increases their confidence and therefore, their
productivity, which in turns brings prosperity to their homes. He also is treated as a member of
family, known as „Bhaisahab‟ (elder brother) without whom the celebrations seemed incomplete.
Comeback and Boom (1999-2010)
After spending 13 years of struggle, joy, celebration and success in Gujarat, Mr. Chaudhary
returned Jaipur. And an independent firm, Jaipur Carpets, came to the existence in 1999.
Moreover, he got a firm registered in USA, with the name Jaipur Rugs Incorporated (JRI), a
sister concern, for recognition and global distribution of rugs and carpets. The business struggled
on for several years because he had never concentrated on other areas of business other than
production. He studied books on management skills, business strategies, attended seminars, and
started communicating with business leaders for self-improvement. “It was a process of self-
discovery. I had to own up for all that went wrong,” he says.
Furthermore, Mr. Chaudhary not only emphasized on training weavers, but he also proved to be
a great father and a loving husband. Where his wife has been the best companion in good and
bad, throughout the struggle, his children blossomed under his guidance. Mr. Chaudhary is
blessed with three daughters and two sons. He educated his children in the best of the colleges
and sent them to countries worldwide, for better understanding of the business practices all
around the globe. In 2001, Asha Chaudhary, his eldest daughter joined the business as CEO (JRI,
Atlanta) after completing her Bachelors from Emory University, Atlanta, USA. Where, Archana
Chaudhary, his second daughter held the seat of COO (JRI, Atlanta) in 2004.
The production of carpets now provided livelihood to a larger community, residing in rural areas
of Rajasthan. Mr. NK Chaudhary always wanted to see a community with equality, where
everyone can earn as per their capabilities and have a sustainable source of livelihood. Whereas
in Rajasthan, women were not given equal rights, as men do. They were restricted and limited to
the boundaries of their houses. Mr. Chaudhary initiated a movement, where he emphasized on
women empowerment.
For betterment of an enlarged community Mr. Chaudhary commenced a not-for-profit
organization in 2004, Jaipur Rugs Foundation (JRF). JRF team targeted men and women in most
remote areas. Tools such as community mobilization, carpet weaving training, skill training,
financial support, medical and infrastructural support, helped upgradation of thousands of
families.

5. Emphasize now was on unparalleled quality and innovation in designs, as his army of
weavers was skillfully trained to deliver flawless pieces of art.
The year 2006 brought dramatic transformation in the business. Where, Jaipur Carpets was
renamed as Jaipur Rugs Company Private Limited. Yogesh Chaudhary and Kavita Chaudhary,
Mr. Chaudhary‟s children joined him during 2006. Kavita, his youngest daughter is a trained
designer. She has set up the modern design centre. His eldest son, Yogesh, dropped out of
business school in Boston only to help run the business. He is responsible for having put in place
a modern IT infrastructure. Since then, each year recorded many achievements and accolades.
Jaipur Rugs (2008-today)
“All of us are born for a reason, but all of us don‟t discover why. Success in life has nothing to
do with what you gain in life or accomplish for yourself. It‟s with what you do for others.” –
Danny Thomas
By 2008, Mr. Chaudhary observed a boom in the business with a prosperous and happy family of
40,000 artisans associated, earning a living with the company.
Mr. N K Chaudhary‟s vision is to see Indian hand-knotted rug industry at par with the
international industry. For this, he is constantly working to promote & facilitate research in the
rug industry especially technology and skill-management. Today, if one asks the meaning of
business to Mr. NK Chaudhary, he would describe it as an activity that is divine and is a source
of knowing your inner self. Once we know who we really are, our quality revelations begin on
the inside and then works its way out.
For betterment of an enlarged community Mr. Chaudhary commenced a not-for-profit
organization in 2004, Jaipur Rugs Foundation (JRF). JRF team targeted men and women in most
remote areas. Tools such as community mobilization, carpet weaving training, skill training,
financial support, medical and infrastructural support, helped upgradation of thousands of
families.
In addition, one shouldn‟t forget the roots of the society from where overall development takes
place. Mr. Chaudhary‟s relationship with the people at the grassroots is overwhelming and has
grown stronger through all these times. Today also, be it any festival or family celebration, at
weavers place or Mr. Chaudhary‟s, the joy is equally shared. Many girls in the artisan‟s families
are now settled after marriage and are leading a prosperous life with this art. Mr. Nand Kishore
Chaudhary, a friend, helping hand, teacher, philosopher, businessman, exemplary, and for some,
he is a godfather. He feels a great sense of responsibility towards the life quality of the artisans
and towards his customers all over the globe.
The year 2006 brought dramatic transformation in the business. Where, Jaipur Carpets was
renamed as Jaipur Rugs Company Private Limited. Yogesh Chaudhary and Kavita Chaudhary,

6. Mr. Chaudhary‟s children joined him during 2006. Kavita, his youngest daughter is a trained
designer. She has set up the modern design centre. His eldest son, Yogesh, dropped out of
business school in Boston only to help run the business. He is responsible for having put in place
a modern IT infrastructure. Since then, each year recorded many achievements and accolades.
His Unique Social Business Model is today a subject for curious minds all round the globe.
Management Guru Late Professor C.K. Prahalad studied and appreciated the work done by Mr.
Chaudhary.
He says: This is not the end, as Mr. Chaudhary believes this is the beginning of a new era. He
says, “I am not the owner of this business, the real owners are people who put in their hard work
to produce beautiful carpets which are liked by customers around the world.” He envisions a
society where these artisans are self-reliant entrepreneurs, he says, “If I can. Why can‟t you?”
His words as a seed are budding inside the weavers. Jaipur Rugs is not content with just having
become India‟s largest hand-knotted carpet producer. It has ambitious growth plans. The idea is
to grow ten-fold and list on the stock exchange in the following years. However, there are
challenges. They will then have to have ten times as many artisans producing for them. Mr. N K
Chaudhary is again turning tradition around. As he profoundly believed in “Finding yourself
through losing yourself.”
He has been a trend setter, and has enlightened the life quality of the poor, preserving the old age
traditions and celebrating new innovations. He has helped the artisans gain recognition. As a
consequence of all the efforts, many artisans are now capable of designing their own designs,
weaving flawless pieces of art. For all his hard work, he has been awarded many a times and has
been named as „Gandhi of carpet industry‟.
N. K. Chaudhary shares with the world how JAIPUR brings about social change in India
Corporates
JAIPUR RUGS COMPANY PVT. LTD.
One of the leading brands in the carpet manufacturing industry globally acknowledged for its
excelling handmade products. Jaipur Rugs Company Private Limited (JRCPL) is categorized as
world frontrunners for its atheistic designs and majestic blend of colors empowering merely the
handmade rugs. Specializing into hand knotted carpets, JRCPL flairs its unique social business
model which bridges thousands of grass root level artisans to the elite homes in over 30
countries! Exposing diversity into its designs and texture establishing a grandiose tale of heritage
and mimicking contemporary art into comfortable pile surfaces is the essence of JRCPL.
Following suit with its vision to empower the society by treasuring talent over yields delivers

7. immense glory and happiness to this company. To know more please
visitwww.JaipurRugsCo.com
JAIPUR RUGS INC.
With its roots in Jaipur, the Jaipur Rugs Incorporation is the extended link, connecting the talents
of the weavers from India and spreading it to the world. Headed by Ms. Asha Chaudhary, (the
eldest daughter of Mr. NK Chaudhary) JRI today, has reached a new height altogether. To its
fame, Jaipur stands affirm flaunting its diversity of collections- traditional, transitional,
contemporary and more, stringed together in distinctive designs and multiple colors,
encompassing versatile themes. Walking collectively with the market trends and requirement,
Jaipur exhibits variations in the textures at competitive prices. Following suit with its integrated
business model, works constantly over improvement, sustainability, quality and artistry. To
know more please visit www.JaipurRugs.com
JAIPUR RUGS FOUNDATION
A lifeline to many artisans, Jaipur Rugs Foundation is a nonprofit organization functioning
towards enhancing the lives of the rural population principally those living below the poverty
belt. JRF serves as a catalyst providing sustainable livelihood to the grassroots through engaging
them with the carpet value chain. Empowering the under-privileged with apt artisan and business
skills to create the entrepreneurs is one of the chief fundamentals of the foundation. Empowering
the grass roots level artisans in ways to bring about a change that is uplifting to the weaver, their
family and overall, to the community. Another function of the JRF is to spread awareness and
provide functional education and other necessities in order to bring about overall development of
the grass roots to a substantially different level. To know more please visit www.JaipurRugs.org

8. HONOURS
Gold Trophy Award 1993-94
Export Award 1998
Udhyog Ratan Award 2006-07
Best SME Corporate Social Responsibility 2009
Distinguished Entrepreneurship Award' by PHD Chamber 2010
Highest Export Performance for Hand Knotted Carpets by CEPC, Govt. of India
2010
Ernst & Young Entrepreneur of the Year 2010
FICCI CSR Award (2009 - 2010)
Award of Excellence (HFN2010)
Dr. JS Juneja Award for Creativity and Innovation 2011
JAIPUR receives India Pride Award 2011 for bringing about Social Change in India
2011
TOI - Social Impact Award 2012
State Award for Export Excellence by the Government of Rajasthan (2012)
Karamveer Award 2012
Vibrant Gujarat
Jiyo Dil Se Award 2013

9. Case Study:
“The Jaipur Rugs case explores how a company can benefit the poor by connecting them with
global markets. Jaipur Rugs makes this connection by building and orchestrating a global supply
chain on a massive scale-one focused on developing human capability and skills at the grassroots
level, providing steady incomes for rural men and women in the most depressed parts of India
and connecting them with markets of the rich, such as the United States. Thousands of
independent workers are organized to produce consistently a very high quality product, on a
complex decentralized basis through a system of organization that is unique. The company not
only uses traditional weavers but also teaches, in remarkably short time, the craft to people who
do not have a tradition of weaving. Raw materials are sourced from around the world, processed
into rugs with traditional and new designs in rural India while maintain quality control of end
products. Jaipur Rugs provides a unique and dynamic example of how a profitable commercial
connecting between the poor and the rich-across the world-can be done. By 2008, Jaipur Rugs
was the largest manufacturer and exporter of Indian hand knotted rugs, with fiscal year revenue
of USD $21.1M. It was a profitable and fast-growing company, with a Compound Annual
Growth Rate of 38% from 2005-2008. Jaipur Rugs produces handmade area rugs, including the
hand-knotted, hand tufted, and flat woven styles. The company prides itself on the design and
quality of its finished products. Jaipur Rugs operates with the help of a complex web of human
resources:
Approximately 300 direct, full time employees:
7 Family members
B. 226 Headquarters employees
C. 70 Regional branch office staff, including 40 area commanders
Approximately 40,000 contractors (indirect employees):
28,000 Weavers
E. 12,000 Other laborers involved in the manufacturing process”
Source: „The Fortune Of The Bottom Of The Pyramid‟ by Management Guru Prof. C.K.
Prahalad
Source:
http://www.jaipurrugsco.com/Download/JAIPUR%20Founder_%20N.%20K.%20Chaudhary%2
0Profile_2012.pdf
http://www.nkchaudhary.com/corporates.html