To showcase Jaipur Rugs amazing founding story - and what makes it a unique company.
Jaipur Rugs is a successful, multinational company which has transformed the lives of thousands across India by providing sustainable incomes - all while creating beautiful, hand-woven rugs. Telling the story of Jaipur Rugs is in itself a challenge, but we had to tell the story of Jaipur Rugs from the perspective of a 'Founder's Mentality'. Founder's Mentality is a term pioneered by Bain and Company, espousing the idea that behind every good business is a set of fundamental founding principals. Jaipur Rugs lives out this ideal perfectly and we knew that doing justice to that would be difficult - so we put on our business hats and did our homework. We spent ten days in Jaipur getting to know the company, seeing how every facet of it worked, and making sure to capture as much beautiful footage as possible. After that, we spent weeks in the editing room, trying to sculpt a clear story from all the footage we had. Ultimately, we hope, we created a video that weaved together the story of Jaipur Rugs along with the company's commitment to Founder's Mentality.