Manju Devi and The Jaipur Rugs Foundation
“Equality between men and women is not only a fundamental human right but a necessary basis for a peaceful, prosperous and sustainable world”
Achieving 'Gender Equality and Women's Empowerment' is a key objective in the Sustainable Development Goals (SDS) that were adopted by all UN member states in 2015. The initiative creates opportunities for women and girls around the world to help them realise their skills and needs, increasing their rights within communities and opposing the discrimination and violence that continues to pervade many societies at an alarming rate. The initiative aims to allow women access to educational, occupational and lifestyle opportunities without restrictions. It improves the quality of life for both the women and their families, raising the level of education within a community, as well as increasing the workforce, which results in strengthening the economy as a whole.
At Plural Magazine, we aim to find and celebrate sustainable and responsible projects. We ourselves are a small team of women who passionately support the SDS, particularly the encouragement of gender equality. Whilst researching positive solutions that aim to promote female empowerment through design and craftsmanship, we found the work of artisan Manju Devi of the Jaipur Rugs Foundation. Much like her, through handmade weaving in their homes, several women living in rural villages in India have been able to change their economic situation and improve the educational and health opportunities for both themselves and their families.
The Jaipur Rugs Foundation
As a tradition that began over 2500 years ago, India remains one of the world's largest exporters of handmade carpets. However, often exploited by middlemen and undervalued as artisans, most weavers lie at the bottom of the pyramid and receive low incomes. In 1978, Nand Kishore Chaudhary recognised the inequality being practised in the weaving market and created the company Jaipur Rugs which offered employment opportunities in remote areas of India. Starting with only two looms, he was able to connect people around the world by drawing attention to the value of the timeless craftsmanship of Indian artisans. Now he has built a network of over 40,000 artisans spread over five Indian states, 80 per cent of whom are women.
As well as championing gender equality, the Jaipur Rug Foundation also promotes sustainability as the materials used in their Artisan Originals are made with leftover yarn from their supply chain, consequently reducing waste.
Artisan Originals
The project not only creates opportunities for weavers from rural areas in India but encourages these artists to cultivate their creative potential, which has seldom been explored in the design industry. To produce a handmade rug, an artisan needs to work five months to a year. Jaipur Rugs Foundation values the individuality of their craftspeople as the weavers are celebrated as the designers of the rugs they produce.
A great example of an artisan’s work within the foundation is that of Manju Devi, who hand-tied more than 200,000 knots to create the abstract rug named Aas Pass. Inspired by her surroundings in the village of Dhanota in Rajasthan, India, she designed and created a colourful composition of abstract patterns. Aas Pass rug was shortlisted in the Sustainable Design category at the Dezeen Awards 2019.
As intended by the foundation, the admiration of the beautiful rug goes directly to the creative mind that worked tirelessly on its design and production, rather than to another individual in the supply chain. Within the Jaipur Rugs Foundation, the artisan’s skill is met with the local and global appreciation that is rightly deserved.
Although the Sustainable Development Goals have made significant moves so far, it will be increasingly challenging to achieve the 2030 Sustainable Development Agenda given the current global pandemic. However, Director of Jaipur Rugs, Yogesh Chaudhary believes that:
“The coronavirus can only pause something for the time being, but it cannot hinder its future growth in any way. The pandemic has definitely slowed down the efforts being put in to achieve the Sustainable Development Goals. But as things get back to normalcy globally, the efforts will pick up steam with renewed vigour. The goals might take a little longer to reach, but with sustained hard work, there is no reason to think that achieving them is impossible.”
