In 1978, Jaipur Rugs was founded in a small village in Rajasthan, India. Over the next 40 years, Jaipur Rugs developed into a global business with strong social responsibility. Right from the start, the founder looked beyond profits to provide a source of livelihood and dignity of life to thousands of women in rural villages without formal education and no opportunities outside their homes. Over time, Jaipur Rugs grew into an empire that empowered 40,000 women weavers from some of the most economically disadvantaged areas of India. In 2022, Jaipur Rugs was planning to expand internationally, with high acclaim and demand for its products. However, traditional weavers and their families were losing their original motivation. Younger family members of veteran weavers were opting instead for more lucrative opportunities in India’s urban centres. With an evolving socio-economic environment across India, how would Jaipur Rugs retain its weavers and attract new artisans?
Jaipur Rugs: Transforming Communities through Social Entrepreneurship
Kakoli Sen, Shruti Gill
Product #:W32302
Supplier:Ivey
Discipline:Entrepreneurship
Setting:India, 2022
Subjects:
Your Price:$9.71
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Learning Objectives
This case is suitable for undergraduate and graduate-level students, with a target audience that specializes in general business management, social entrepreneurship, and strategy. The case provides an ideal opportunity to demonstrate how progressive vision and planning initiatives can help social entrepreneurs reach larger sections of people and create inclusive growth for all. After working through the case and assignment questions, students will be able to
- assess the effectiveness of a business model within the context of social entrepreneurship;
- examine how the personal values of a company’s founder influence the operations and outcomes of a social enterprise;
- evaluate the personality traits and characteristics commonly found among social entrepreneurs; and
- formulate innovative strategies to foster the sustained growth and development of a social enterprise.