How should Jaipur Rugs design and implement a social impact measurement framework that preserves the founder’s values and artisan-centered mission while supporting strategic decision-making and intergenerational leadership as the company scales globally?
How should Jaipur Rugs design and implement a social impact measurement framework that preserves the founder’s values and artisan-centered mission while supporting strategic decision-making and intergenerational leadership as the company scales globally?
This case explores a strategic dilemma facing Nand Kishore Chaudhary, founder of Jaipur Rugs as he considers retirement and the transition of leadership to the next generation of his family. For more than four decades, Jaipur Rugs has combined commercial success with deeply embedded social mission centered on artisan dignity, inclusion and the preservation of India’s hand-knotted rug tradition. As the company scales globally and governance increasingly shifts to Chaudhary’s children, the case examines how the company can formalize and measure its social impact without diluting its defining values, knowledge and cultural stewardship. Students are asked to step into the midst of this family enterprise and evaluate how impact should be assessed and governed in a mission-driven organization like this one as well as the role of this measurement in sustaining growth.
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