Crafting sustainability: Jaipur Rugs' artisan empowerment

This study delves into Jaipur Rugs' innovative "MANCHAHA" initiative, showcasing its impact on sustainable development goals (SDGs) through a qualitative case study approach. By engaging underprivileged weavers and artisans in remote areas and facilitating their access to global markets, Jaipur Rugs empowers marginalised communities. The "MANCHAHA" collection creatively repurposes waste yarn into unique carpets, aligning with sustainability objectives and promoting weavers' talents. Despite initial challenges, the initiative has garnered global recognition and positively impacted SDGs such as Responsible Consumption, Gender Equality, and Poverty Reduction. The study underscores Jaipur Rugs' model of merging traditional techniques with innovation to drive societal advancement and sustainability. Theoretical implications highlight stakeholder engagement, while practical implications emphasise inclusive value chains and corporate social responsibility in achieving SDGs through innovative and sustainable practices. JEL codes: O35, O31, Q56 Received: 25/04/2024. Accepted: 12/12/2024. Published: 20/03/2025.