Browsing by Author "Moolchandani, Ritika"

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    Rural Research Projcet: Jaipur Rugs
    (MICA, 2018) Kaintura, Abhishek Singh; Kedia, Cherry; Mathews, Reuben; Moolchandani, Ritika
    The organization, very rightly so, recognizes the value of local artisans and trusts and empowers them to handle end to end manufacturing of these rugs. Local team leaders or „Bunker Sakhis‟, who are residents and respected and adept artisans themselves, handle end to end quality checks via daily visits. They also handle issues and problems in weaving and convey the same back to the organization. Post each rug weaving, the organization brings in professionals to take these tugs for further processing. Aspura is a small village in Sri Madhopur tehsil of Sikar district, 67 kms from Jaipur. The village is well equipped with primary education institutions, having 3 schools, 1 government and 2 private school but there is hardly any medical facilities available in the village. This report aims to outline a marketing and communication strategy to brand Jaipur Rugs within Aspura among the weaver community. Through this, the company can establish a strong connect with the community. This report also aims to document a communication strategy to bring sustainable development and upliftment of the social lives of the weavers and fellow village community through employment creation and skill recognition, thereby, creating an opportunity for the community to make the village self-sustainable.