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Welcome to the most beautiful conversation with an incredible human being, Nand Kishore Chaudhary, whose journey epitomises the integration of human values particularly love & joy into business. NK’s philosophy centers around love, empathy, and compassion, which he believes are the true driving forces behind personal fulfillment, sustainable business and societal transformation.
We chat about how we remain human as we create meaningful and impactful companies that combine purpose and profit, transforming lives and communities along the way. Dive into NK’s unique perspective on leadership, inspired by love, joy and nature’s principles, and learn how to stay human in this beautiful world.
Here is the original chat with NK if you would like to listen. Or dive into some highlights below.
NK, who has been often referred to as the "Gandhi of the carpet industry," founded Jaipur Rugs in 1978. His mission was clear from the beginning: to connect the creative capabilities of grassroots artisans to global customers. With just two looms and nine artisans in 1978, his journey four decades later stands at Jaipur Rugs becoming a global social enterprise exporting to over 60 countries while providing sustainable livelihood to 40,000 artisans in 600 remote villages across five states in India, out of which 80% of them are women.
I strongly believe that developing an empathetic approach helps in connecting people. Empathy is a transformative force in business and life that allows leaders to empower those around them beyond numbers and profits.
Guiding principles
NK shared his approach, driven by love and compassion, which has been a guiding principle since his childhood. He recounted how his family initially resisted his decision to work with marginalized communities, considering it a significant challenge. However, NK’s commitment to empathy and love helped him overcome these obstacles.
Businesses can transform societies. When driven by love, they can truly transform individuals.
The power of love & business
NK discussed how his peers often criticized him for prioritizing love over profits. Despite this, he trusted his intuition and remained committed to his values. Over time, this approach proved successful, with Jaipur Rugs becoming a global brand.
When I started my own export, most of my business people globally told me, 'Mr. Chaudhary, you are a very good human being, but a very bad businessman.' Because all the time you talk nonsense about love. Love doesn’t work in business. But I always trusted myself, my intuitions.
Recruitment and Training at Jaipur Rugs
NK highlighted their unique approach to recruitment, focusing on aligning candidates with the company’s core values and purpose. This philosophy led to renaming their HR department to "Search for Divine Soul," ensuring that only those seeking purpose and meaning are hired.
We only hire people who are highly aligned with our values and purpose. We renamed our HR department to 'Search for Divine Soul.' From today, we must only focus on people who are searching for purpose and meaning in their life.
Learning from Nature
NK shared a profound realization that came from observing nature’s self-management and regeneration. He began applying these principles to his business, leading to more sustainable and resilient practices.
In nature, there is no hierarchy, no management, no crisis, no problem. I must learn from nature how it manages itself and regenerates. I started organic farming and applied the same principles to my business
On facing failures and learning
NK recounted a significant failure early in his career when he lost all his earnings within three years of starting Jaipur Rugs. This led him to introspect and realize that the root cause of failure was internal. He emphasized that business success comes from within.
When I started Jaipur, within three years, I lost all the money I had earned. I realised the failure was not outside; it was from inside. Business is not outside in; business is inside out
Empowering women and artisans
NK described the transformative journey from labor to artisan to artist for many women in the communities they serve. This empowerment has not only uplifted individuals but also changed societal norms and brought global dignity to these artisans.
When women started getting global dignity and became from labor to artisan and artisan to artist, it changed the whole game of the village
Final thoughts
NK emphasized the importance of understanding one’s purpose and letting compassion drive the business. He believes that businesses rooted in love and purpose are sustainable and have a more significant impact on the world
Let goodness, fairness, and most importantly, love prevail in business. Profits will inevitably follow
Business is next to love; it is the creator and preserver of civilization
More about Nand Kishore Chaudhary & Jaipur Rugs
Nand Kishore Chaudhary, a globally acclaimed social entrepreneur, is widely recognized as a thought leader in the business of craftsmanship. He is considered a textbook case for management students for his pioneering model that combines social enterprise with commercial scale. Management guru, C.K. Prahalad featured his revolutionary business philosophy in his globally acclaimed book -The Fortune at the Bottom of the Pyramid.
Mr Chaudhary has also been termed as ‘father of modern social enterprises’ by
Prof. Jagdish N. Sheth from Emory University, USA. Sheth said, “Jaipur Rugs has become a role
model, that business can serve society and at the same time can be a capitalistic institution”.
In 2019, Raj Sisodia featured Jaipur Rugs and NK Chaudhary in his book, ‘The Healing
Organization’ for ‘The Power of innocence’. The book highly celebrated NK Chaudhary’s steps
towards healing the customers and transforming the society with love.
He has won awards including E&Y Entrepreneur of the Year Award, CNBC TV18 Emerging India
Award, Social Impact Award conferred by former president Pranav Mukherjee among others. As
a simple man, he is devoted to the Indian hand-knotted rug industry with an aim to give
required exposure to the exemplary skill of the artisans to the world and to empower its real
owner and creator - the Indian weaver.
His philosophy of totality, inclusion and for-profit solutions to society are widely discussed.
Connect to Nand Kishore Chaudhary:
Follow NK Chaudhary on social media for authentic leadership insights.
LinkedIn: / nandkishorechaudhary
X: @N_K_Chaudhary
Visit the Jaipur Rugs and their foundation website to learn more about their innovative business model and explore their beautiful handmade rugs.
Think Human Being: Conversations with Magicmakers:
Real human conversations about how to live in the world today while we create the world we want to live in tomorrow. For the 💛 of being human, good business, purpose-led brands, re-imagined potential & this beautiful world.
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