Browsing by Author "Waquee, Ahmed"

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    Rural research project : Jaipur Rugs
    (MICA, 2017) Srivastava, Manasvi; Kothari, Aarooshi; Gautam, Abheesha; Haider, Farheen; Waquee, Ahmed
    The research should help give a direction to decide the perfect communication strategy to drive footfall to the stores. The study should help assess and determine the factors that affect the ethos, pathos and logos of the consumer leaving them more educated , emotional and better connected with the brand even if the potential leads do not convert to sales. Jaipur Rugs, currently, has a predominantly export dependent business model, while also servicing the Indian customers through a B2B model, wherein it reaches to the end user through Interior Designers (and the like). India holds 35% share of the world markets for handmade and 90% of the machine made carpets, which are exported to more than 100 countries, more than 3/4th of which is captured by two markets, the US and Germany. The domestic market for these carpets is but a fraction of the international demand. But over time, consumer preferences have started changing, the demand being for cotton carpets which are washable and affordable.