Our expertise is creating a harmonious blend of modern and traditional craftsmanship
Specialising in bedsheets, comforters, dohars, quilts, furnishing fabrics, and clothing, JaipurFabric offers durable and elegant products that bring timeless charm to any home. The Jaipur, Rajasthan-based company’s online platform ensures customers worldwide can access these unique creations rooted in Indian heritage. Founder and CEO Jayant Maheshwari speaks to Fibre2Fashion about blending tradition with modernity, sustainability, online growth, and customer-driven innovation and expansion.
What inspired you to venture into the home furnishing and textile industry, and how did you navigate the challenges of establishing a brand?
Jaipur has deep traditional and cultural roots that date back to the era of great kings and royal palaces. This rich heritage is beautifully reflected in its daily-use textiles and fabrics, featuring niche designs that are celebrated worldwide. The inspiration behind JaipurFabric was to showcase these exquisite designs to the world in their true glory, giving rise to the brand.
As for establishing a brand, JaipurFabric has always stood apart from competition. People who appreciate these (Jaipur’s) unique designs and fabrics remain loyal and often share their experiences through word-of-mouth. As a result, JaipurFabric did not face significant challenges in establishing itself, as Jaipur’s textiles—especially Jaipur quilts and bedsheets—already enjoyed a strong reputation and widespread acceptance. The brand caters to a niche audience, and we ensure that JaipurFabric’s online portal is thoughtfully curated to deliver exceptional customer delight, perfectly tailored to our target audience’s expectations.
As a founder, what core values guide your leadership style and decision-making process?
At JaipurFabric, we believe in simplicity and are guided by fundamental human values. Our primary objective is to delight everyone associated with the brand—customers, employees, vendors, partners, founders, investors, and shareholders alike.
We achieve this by upholding integrity in all aspects of our business. This includes honest pricing, delivering genuine value for money, fostering innovation in business processes and collaborations, focusing on emerging opportunities, and providing an authentic experience to everyone connected with JaipurFabric.
Our decision-making process is heavily influenced by a sharp focus on customer feedback. Instead of merely promoting our products and services, we delve deep to understand our customers’ specific needs and work holistically to address them, ensuring alignment across all functional departments.
Whether it involves faster deliveries, integrating new AI tools with our existing systems, adjusting fabric textures, or transitioning to vegetative colouring over chemical dyes, our decisions are consistently guided by evolving customer needs. This customer-centric approach has been central to shaping our journey and fostering lasting relationships.
How do you see the global demand for handcrafted and sustainable home furnishing evolving over the next five years?
The appeal of handcrafted home furnishings is growing significantly, especially in the post-COVID-19 era. People are approaching their homes with greater consciousness and creativity, designing their bedrooms and living spaces with personal care. This shift shows no signs of slowing down. JaipurFabric’s niche designs, offering a fresh and distinctive aesthetic, are increasingly resonating with these evolving tastes, and the demand continues to gain momentum with each passing day.
Beyond your company, how important is sustainability in today’s textile industry, and what can businesses do to contribute more effectively?
We live on one planet with finite resources, and the rapid industrial degradation of our environment has reached alarming levels. Sustainability is no longer a choice; it is a necessity. The sooner businesses recognise this, the better the future will be for the generations to come.
At JaipurFabric, we work diligently to minimise our carbon footprint. From using eco-friendly dyes to avoiding single-use plastics in packaging, every effort is focused on reducing environmental impact. Businesses need to foster a culture of innovation within their teams, actively seeking solutions that prioritise environmental responsibility. It is time to stop taking our planet for granted and to work collaboratively towards a sustainable future.
How do you balance the infusion of modern designs with the preservation of traditional craftsmanship in your products?
This is precisely our area of expertise. Over time, our skilled artisans have mastered the art of creating a harmonious blend of modern and traditional craftsmanship. The result is a breathtaking amalgamation reflected in our stunning home furnishings, which are bringing vibrancy and warmth to millions of homes worldwide.
JaipurFabric offers a unique blend of tradition and modernity. What sets your brand apart in a competitive market?
We do not see ourselves in competition with others; instead, we focus on outdoing our previous achievements. Our customer-centric approach drives every aspect of our business, ensuring we deliver an exceptional home-furnishing experience. Whether it is developing more appealing designs, refining fabric quality, enhancing our online user interface, streamlining delivery operations, or improving post-sale services, we strive to make every customer interaction result in a ‘wow!’ experience.
Your catalogue includes bed sheets, quilts, and clothing. What drives your product innovation, and are there plans to expand the range further?
Our product innovation is largely driven by customer feedback. As our customer base grew, we received increasing demand for clothing, which led us to expand into this category. Looking ahead, our future plans will continue to be shaped by customer needs and preferences.
As a digitally native brand, how has your online presence contributed to JaipurFabric’s growth, and what role does Shopify play in your success?
Staying ahead in the fast-evolving, tech-savvy landscape has been key to JaipurFabric’s success. A strong online presence, paired with the right products and services, has propelled the brand to new heights every day. Shopify has played a significant role by streamlining various business processes. Its integrations and tools have added immense value to our core objective—delighting everyone associated with the brand.
What kind of reviews have you received so far? How do you incorporate customer feedback into your product development and service enhancements?
Customer feedback plays a vital role in shaping our product development and service improvements. Every review is an opportunity to enhance our offerings and exceed customer expectations. In fact, our customers have welcomed us into their homes with overwhelming warmth. We have received heartfelt reviews and touching stories that showcase how our products have become a meaningful part of their lives. This love and appreciation not only fuel our passion but also motivate us to strive harder.
Looking ahead, what are your aspirations for JaipurFabric, both in terms of product offerings and geographical reach?
With over 2 billion homes around the world, the demand for artistic and high-quality furnishings is immense. We are just getting started and are excited to grow further. Regardless of geography, the love we receive from our customers is the driving force behind JaipurFabric’s journey, inspiring us to continue expanding our reach and enhancing our product offerings.
Published on: 04/12/2024
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
