How do you turn a traditional craft into a global luxury business while keeping the people and purpose behind it at the centre?
In this episode of Inherited: Stories of Succession, Bijay Gautam sits down with Nand Kishore Chaudhary and Rutvi Chaudhary from Jaipur Rugs for a candid conversation about building a family business, creating a premium brand, bringing the next generation in, and preparing the company for a future beyond its founder.
Nand Kishore Chaudhary shares how he started Jaipur Rugs in 1978 with ₹5,000, two looms and nine weavers, and how the business grew into a network of 40,000+ artisans across hundreds of villages. He talks about the moment he realised that the stories behind the artisans and their craft could become a powerful source of value, and why he believes a product becomes truly unique when a business goes deeper into its purpose rather than simply competing on price.
Rutvi Chaudhary shares how she entered the family business organically after marriage, starting by attending customers and gradually discovering her own strengths. She talks about the freedom Nand Kishore gave her to find her place in the business, her early experiences with customers, and how she eventually became involved in growing the brand and working closely with the artisan community.
The conversation also explores how Nand Kishore approached succession with his five children, why he believes the next generation should not be forced into the family business, and how family members can be evaluated based on capability rather than simply their position in the family. They discuss the importance of bringing in professionals, separating ownership from management, and creating structures that allow the business to grow without depending entirely on the founder.
Nand Kishore and Rutvi also talk about the challenges that emerge when a family business grows across markets. They discuss the relationship between the India business and Jaipur Living in the US, the different identities that family members developed over time, and why greater clarity around ownership and decision-making became important for both the business and the family.
The conversation goes beyond the family to explore Jaipur Rugs' relationship with its 40,000+ artisans. They discuss why dignity, recognition and creative freedom matter when trying to preserve traditional crafts across generations, and how initiatives such as Manchaha have given artisans a greater role in the creative process.
At its heart, this is a conversation about more than rugs or luxury. It is about a founder learning to let go, a family learning to separate relationships from business decisions, a new generation finding its own place, and a traditional craft finding a way to remain relevant in a changing world.
A deeply personal conversation about family, craftsmanship, succession, ambition, purpose and what it really takes to build a family business that can outlive its founder.