Jaipur Rugs is pioneering a new ‘Conscious Luxury’ movement in the country starting with Mumbai. The brand organised a panel discussion and press conference on the topic at its Mumbai store where Nirav Shah, founder, ACDS; Srila Chatterjee, interior stylist and founder, Baro; Vikas Purohit, CEO, Tata CLiQ; and Yogesh Chaudhary, director, Jaipur Rugs, addressed the most pressing questions facing global luxury brands. “Integrating consciousness with luxury is going to be the most important innovation driver for the luxury industry in the coming decade. Our aim is to start a dialogue to drive change and integrate luxury businesses with a higher purpose of working with compassion, trust and transparency,” commented Chaudhary.
Shah spoke about the openness of the millennial generation towards such movements in comparison to the older generation. “This is something that comes from within and it cannot be forced down. It has to be made aspirational,” he added. Purohit agreed that the customer is at the center of the whole movement but he also stressed on the role of the government in making businesses more conscious. “Government has to use a combination of the carrot and stick approach to create an ecosystem for brands to become more conscious,” he said. Baro’s Chatterjee on her part expressed, “Consumer facing brands who want to promote conscious luxury need to tell complete and honest story to communicate their message.”
Through such initiatives and their product range, Jaipur Rugs aims to develop luxury into an agent of world benefit, advancing the United Nations 2030 Global Goals by doing business for the good and celebrating craftsmanship to sustain and preserve cultural art forms.