From tradition to opportunity: the sustainable livelihood approach of Jaipur Rugs

Jaipur Rugs is a family business and one of India's largest manufacturers of hand-knotted rugs. The prime objective of Jaipur Rugs is to develop the artisans' creative abilities, allowing them to achieve their goals and live a dignified life. The study aims to assess whether working under Jaipur Rugs is an opportunity or necessity for the Aspura weavers, to know the difficulties faced by the weavers during the COVID pandemic, and to learn the initiatives taken by the Jaipur Rugs. The qualitative approach was followed for the study using the descriptive analysis method. The inductive single-case study approach has been adopted, and the data was collected using focused group discussions (FGDs) and semi-structured interviews. The study concludes that adopting Jaipur Rugs' philosophy and business model can help other carpet industries to grow and can become the reason for the growth of many more weavers at a global level.