Rural Immersion project : Jaipur Rugs
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Date
2021
Journal Title
Journal ISSN
Volume Title
Publisher
MICA
Abstract
Brand Communication Analysis:
A closer analysis of Jaipur Rugs' website revealed their outlook towards the creation of a sustainable ecosystem that binds individuals from the remotest of villages and rural livelihoods, thereby promoting social as well as financial inclusion and empowering education, healthcare
and women alike. Moreover, they also ensure end-to-end traceability of the woven rugs and conduct project 'Postcard' that enables the final customers to directly interact and exchange compliments/feedback/remarks with the dedicated artisan communities involved in the system.
The key takeaways from the analysis were: ● Consistent reiteration of the brand's core values through their communication channels
● A humanistic touch attached to the woven carpets thereby accentuating the sentimentality
factor that often drives such consumer purchase decisions
● Subtle persuasion through the means of storytelling as consumers are encouraged to be a
part of a 'sustainable' initiative and contribute towards a noble cause while indulging in gratification of their quirks and fancies
Description
Keywords
Virtual Immersion Work