TITLE: INTERNSHIP REPORT INDUSTRY SPONSOR: JAIPUR RUGS.
INDUSTRY INTERNSHIP REPORT Submitted in partial fulfillment of the Industry Internship of Fashion Communication Department at National Institute of Fashion Technology, Rae Bareli (U.P.)
Student name: Priya Chauhan Faculty guide: Mr. Sanjay Pandey Assistant Professor Student name: Vidhi Vaid Faculty guide: Mr. Akhilendra Pratap Assistant Professor
CERTIFICATE This is to certify that Ms. Priya chauhan and Ms. Vidhi Vaid of Fashion Communication Department at National Institute of Fashion Technology, Rae Bareli, has been evaluated for her Industry Internship Report titled “INTERNSHIP REPORT” and has fulfilled the requirements set by the Institute and evaluation jury. Her work has been found satisfactory.
Mr. Akhilendra Pratap Assistant Professor-FC (Course Coordinator) (Faculty Mentor) SIGNATURE: ___________
Mr. Sanjay Panday Assistant Professor-FC (Faculty Mentor)
SIGNATURE: ___________
Copyright Š 2018 by National institute of Fashion Technology. All rights reserved. No part of this document may be reproduced, stored in retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording and scanning or otherwise in any form without the written permission of the copyright owners. Designer: Priya chauhan and Vidhi Vaid Printed at: Rae Bareli, UP, India
National Institute of Fashion Technology, Rae Bareli Fashion Communication Department
Internship Document – 2018
Internship Document – 2018 “INTERNSHIP REPORT” – (Jaipur Rugs) Duration: 8 weeks (04-06-2018 to 27-07-2018)
INDUSTRY NAME: JAIPUR RUGS G-250, New Sanganer Rd, Industrial Area, RIICO Industrial Area, Mansarovar, Jaipur, Rajasthan Pin code 302020
Student Name: Priya chauhan Faculty Guide: Mr. Sanjay Pandey Assistant Professor & Faculty Mentor
Student Name: Vidhi Vaid Faculty Guide: Mr. Akhilendra Pratap Assistant Professor & Faculty Mentor
Industry Mentor:Miss. Tarali Das Graphic Designer Industry Mentor:Mrs. Kavita Chaudhary Design Department Head
SYNOPSIS Our internship under Jaipur Rugs was a great working experience as well big exposure to realm of the industry. The report is an attempt to portray the company its characteristics and learning about its work. The design language followed by the company was very much compatible; it is the same we are taught in NIFT. The only thing we had in mind was to communicate in different ways and generate new, innovative and commercial ideas. Working in an industry is very different as we have to strike a balance between being creative and innovative while keeping in mind consumer choice and visual communicating to consumer and buyers. With proficient guidance of Miss Tarali Das, we was able to gain lot of knowledge.
CONTENT
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ACKNOWLEGEMENT
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ABSTRACT
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PREFACE
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INTRODUCTION
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COMPANY PROFILE
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PROJECTS - VIDHI VAID
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PROJECTS - PRIYA CHAUHAN
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PROJECTS - COMBINED
ACKNOWLEGEMENT We hereby acknowledge the great opportunity that was provided to us and all the elements that made a contribution towards our understanding throughout this period.We would like to acknowledge Dr. Bharat Sah, Director, National Institute of fashion technology, Rae Bareli, for giving us this wonderful opportunity of industry internship programme. Special thanks to our faculty mentor Mr. Sanjay Pandey and Mr. Akhilendra Pratap (Assistant professor) National Institute of fashion technology, Rae Bareli, who guides us with valuable feedback throughout our internship period and in the making of this document. We would like to pay our gratitude to Mrs. Kavita Chaudhary, our industry mentor and Miss Tarali Das and her team at Jaipur Rugs Company private Ltd. for guiding us throughout the internship period and providing assignment which enhanced our learning about the industry at the various stages. We obliged to NIFT, for giving us opportunity to work with an esteem organization as an academic part.
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ABSTRACT The industry internship is an introduction to provide student an appreciation and working knowledge of an industry on their own.The idealization of it is to blend their classroom knowledge with the industry application using the tools they were academically equipped with The Bachelor of Fashion Communication is constructed of constant such as Graphic Design, Visual Merchandising, photography, Branding, Marketing, Styling and digital illustration, the exposure amends to this and makes us learn and apply these theoretical process into a practical world. The void between the courses of academic learning and its theoretical implementation is filled with the 8 weeks industry internship programme after the completion of VI semester.The students get a platform to explore the industry over their own terms and are able to understand the industry and its elements in practical manner which simplifies a lot of question mark. The process of learning in the industry and the documentation in the same is to provide a fusion and better understanding of the practical and theoretical learning from the academic curriculum. The industry internship exposure has now made me a better explorer with an insight of the work plan in different areas with its significance. The compilation of this project is done with a synthesis of practical methods as well as a theoretical approach, hand in hand, towards learning the elements of the industry. All possible endeavors of eliminating error have been tired and the project is made with an enlightened mind. There are laminations as the industry did not allow its intern to carry any company property for exhibition purpose. All possible efforts have been taken in order to eliminate errors from this document.
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PREFACE This document is a concise report of the eight weeks summer internship, starting June 4, 2018 ending July 27, 2018, that I underwent at Jaipur Rugs based in Jaipur. The objective of this internship is to ease students into the routine of a proper work environment as well understand the functioning of the respective industries they work in. The document talks about the company, our role as an intern and the projects worked on. It also speaks of the various learning experience, work ethics and how it evolved as a designer throughout these eight weeks.
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Jaipur Rugs is India’s largest manufacturer and exporter of hand knotted and tufted rugs and carpets. Using fine handspun wool, silk and cotton, the company has created a rich heritage of artistically designed, high quality rugs with sophisticated textures in homes located across 40 countries around the world. Established in 1978, Jaipur Rugs is the product of its founder Mr. Nand Kishore Chaudhary’s (NKC) enduring zeal to work selflessly for the upliftment of the poor, downtrodden, and outcast sections of the Indian society. With its headquarters at Jaipur, the company has a network of nearly 41,000 skilled, home-based artisans across eight Indian states that keep alive the fine traditional art of rug weaving.
INTRO DUCTION Jaipur Rugs has successfully created a large-scale, global supply chain that harnesses human skills and capabilities at the bottom of the pyramid (BOP). Through an innovative system of organization, the activities of numerous geographically dispersed independent workers are integrated together so as to
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produce a consistently high quality product. While the organization has evolved over the years, compassion continues to run deep within its veins. NKC treats the artisans very respectfully as human beings in their own right, and as equals. From owner to weaver, Jaipur Rugs constitutes one happy family.
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One man,nine weavers and an incredible journey. 8 Vidhi-Priya/NIFT/RBL/FC/2015-19
CHAIRMEN’S NOTE “Jaipur Rugs is more than a business – it is a family” To me, hand weaving a rug is one of the most beautiful things to experience. In a world that has become increasingly automated and impersonal, we strive to provide a special touch with our unique handmade rugs. These rugs don’t just cover floors – they’re a way of life, tradition carried from one generation to the next. When you bring home a rug, you bring a family’s blessing. Nand Kishore Chaudhary (Founder, Jaipur Rugs)
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COMPANY PROFILE
Mr. NKC, who hails from a small village in western India, 05 started a carpet weaving business in 1978 with the intention of empowering underprivileged rural women of India to build their self esteem and to enable them to provide for themselves and their families. To this end, he developed a unique business model by training individuals in rural communities to become skilled weavers of high-quality area rugs. 06
In 2006, the company underwent a major restructuring and a change in nomenclature from the erstwhile Jaipur Carpets to the present “Jaipur Rugs�. The various operations of the Jaipur Rugs enterprise are presently handled by multiple legal entities around India and US. The four key points of the company are: Sensitivity/Empathy Prestige Quality Tradition/Sustain Creativity/ Identity
Group Companies The Jaipur Rugs Company (JRC):Take cares of all the aspects of production - from raw material procurement to the Export of finished goods. Jaipur Rugs Incorporated (JRI):It manages the sales and distribution of carpets in the United States. Based at Atlanta, JRI is run by Asha and Archana Chaudhary. Jaipur Rugs Foundation (JRF): The final pillar of the enterprise is the Jaipur Rugs Foundation Established in 2004, this non-profit organization receives a percentage of the profits earned by the Jaipur Rugs 6 Company.
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MANAGEMENT HIERARCHY The following flow chart shows the delegation of authority in the Jaipur Rugs Infrastructure and how the flow of command and information works over here. The Head of Department (HOD) for the entire department is different. According to the work experience
the employees are delegated in the respective Designations. The management trainees are the new recruited staffs who are under Supervision for a period of minimum 12 months to let them get aware of the work and the people of the organization.
CMD (Chairmen & management Director)
CEO
DIRECTOR
HOD
MANAGER
ASSISTANT MANAGER
SENIOR EXECUTIVE
EXECUTIVE
MANAGEMENT TRAINER
HELPER 11 Vidhi-Priya/NIFT/RBL/FC/2015-19
HEAD OFFICE DEPARTMENTS • Accounts deptt. • Admin deptt. • Research & Development (R&D) • Human Resource deptt. • Packaging deptt. • • • • • • • • •
deptt.
Sales Deptt. Cashier Payroll deptt. IT deptt.
Marketing deptt. Rug Showroom JI deptt. Pixel deptt. Design and development (D&D) • Mapping deptt. • Sketching deptt.
deptt.
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DESIGN & DEVELOPMENT The design is a solution to every problem and you need to find it. Every company needs a design department which develops the product of the brand. The design and development department of Jaipur Rugs was divided into three sections, first was the idea development or generation section second was the sketching team and third was the visual merchandising and graphics team. The HOD of the department was Mr. Vikramjeet Singh. he used to handle all the work and under her Ms. Vishakha Chaudhary manages the team. There were around 20 people on this team including all three section. The working experience in this department was wonderful and the team helped us a lot.
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RUG MAKING The process of making our hand-made rugs operates on a decentralized model, supported by comprehensive quality checks along the way. With this approach, we are able to work with and support specialist artisans in many different locations, but ensure the highest quality in the end results
Sheep shearing & Wool sorting
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Carding & Spinning
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Dyeing & Design
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Weaving & Washing
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THE FINAL PRODUCT
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The final product is made after going through 18 finishing process from washing to gultarash. It takes months to complete one rug and work and movitation of so many hands together.
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JAIPUR RUGS ACHIEVEMENTS (2018) German Design Award (GOLD) Asthai by Kavi German Design Award (WINNER) Kamal by Bimla Devi.
(2017) EDIDA Elle Decor India, Artisan Original by Savita , Bugali, Gulabi, Mobin and Gaffar.
(2017) Carpet Design Award,Unstring.
(2016) 27th Annual arts award, “Green Manufacture.”
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JAIPUR RUGS PROJECTS VIDHI VAID
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PROJECT 1 PROJECT BRIEF The first project was to design a mobile interface of Jaipur Rugs website. It was an interesting project and through this project, I got to understand the style of the company and the design process they follow. The first step was to do research some and find different styles of website layouts for a mobile interface. PROJECT GUILDLINES 1.No frames 2.Specific fonts 3.Color palette 4.Focussed content STEPS 1.Research 2.Flow chart 3.Mockups 4.Final home page
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RESEARCH THE RUG COMPANY There was a list of competitive brands of the company. Before starting this project the first step was to study those brands and the mobile user interface they follow. The first brand was “The Rug Company�. They used a big banner in there website so that the customers could get attracted and also tell them about the upcoming campaigns. The second things were they focussed on their craftsmanship and artisans.Different ranges were also there in their home page to make it comfortable for the user with minimum clicks. Full page banner
Different range of rugs
Craftsmenship
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ANTHROPOLOGIE Jaipur rugs not only focussed on rug based brands but also fashion brands. The second brand was “Anthropologie”, a high fashion brand. After the research of this brand’s user interface, we came out with different points.
Full page banner
Simple typeface and new collection
Different Range of products Many other brands like The Moroccan Room, Doris Leslie Blau, Kyle Bunting and many other brands which specializes in high antique and high-end rugs and are widely recognized as the creator of the decorative hide rug.
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FLOW CHART The second step was to decide the flow of the home page. The page start with a banner, followed by the artisans original.After that, the page will focusses on types of rug making,then brilliant new designs followed by shop by style and then shop by room. This flow of the page will make the user aware about the barnd and they can easily deside what they want.
Home PAGE
MAIN BANNER
ARTISANS ORIGINAL
AO PAGE
HAND KNOTTED
TECHNIQUES
HAND TUFTED
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SHOP BY ROOM
MOCKUPS The third step was to make rough layout mockups of the page to make it clear how the page will be designed.
FONTS
FUTURA BOOK Delirium Sample
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THE FINAL HOME PAGE
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PROJECT 2 PROJECT BRIEF The second project involved a social media post. The company started with a new campaign of Rug Renewal in which they were telling their customers about the process of making their rugs and also helping them to get their rugs renewed. Two Instagram posts were designed to promote this campaign. RUG RENEWAL Like all other precious things, a handmade rug requires proper care to stand the test of time. With 40 years of experience behind us, the company have developed a range of services to help you maintain your precious handmade rugs. Rug renewal included all the services such as rafoo,gultarash,polishing and washing. PROJECT GUILDLINES 1.No frames 2.Specific fonts 3.Color palette 4.Focussed content 5.1080px x 1080px size 6.Clarity 7.Instagram and Facebook Post 8.Clear Image
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THE FINAL POSTS
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PROJECT 3 PROJECT BRIEF The third project continued for the same campaign of Rug Renewal. The project brief was to design a standee for Jaipur Rugs showrooms in Delhi and Jaipur. The standee was designed so that the customers who are visiting the showroom could see the campaign and the footfall would be more. It was an interesting promotional activity by the company so that they could increase their customers and also tell them about how they work so that the customers could get attracted. Image MOCKUP
FINAL STANDEE
FONT: Futura Book 28 Vidhi-Priya/NIFT/RBL/FC/2015-19
PROJECT 4 PROJECT BRIEF Icons for there website was my project four. The brief was to design two sets of icons, one was for their shipment process and the other was their rug placement in different scenarios. Minimal and rough line art style was used because it depicted the company’s raw and unique style. SHIPPING ICONS
SHOP BY ROOM
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PROJECT 5 PROJECT BRIEF The project brief was to study different area where the company had set there looms and to design a map for there routes so that it gets easy for them to divide different sections and work accordingly. The map indicated all the villages from Jaipur To Kekri.
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JAIPUR RUGS PROJECTS PRIYA CHAUHAN
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PROJECT 1 PROJECT BRIEF “European Design Award” it’s a major design award in which Jaipur rugs take part so I have assigned to plan a concept shoot of Artisan origin Rug and have to submit 4-5 different shoots. GUIDELINES FOR THE SHOOT • • • • • • • • • •
Shoot should be simple and easy to understand Use less number of props Design and motifs of the rug is easy to understand The more focus is on rug rather than any decorative piece or prop. Do not use any frame Do not place straight rug during shoot. Beauty shoot can be done. Check the last shoots which is already done for the reference. Follow the few brands for more ideas. Only studio shoot is to be done.
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CONCEPT PLANNED FOR THE SHOOT Photographing Artisan origin rugs is so different from the rest of the rugs. All I need to think is good source of research, props and natural lighting for the shoot this is especially important when taking photos of dark colored rugs. Now the rug is flat and most important part of the rug is their motifs so, I planned few concept for the shoots are: 1. Put the drawer at the left corner of the frame with a book and a small pot so it represent as a living room top view and the more focus of the rug in 1st frame is in Motifs. 2. So, the 2nd frame is also similar as the 1st frame but there is minor difference which is the style of book opening, as in another frame a rug represent with word but in another it tells you that how you placed your rug in your room. 3. Motif is most important element of Artisan origin rug so in 3rd frame I just try to depict the simplest concept into it and try to capture the beauty shot of the rug. 4. In this shot I tell you something very interesting about the rug that is their elements as artist used the very famous “sakarpara sweet”, “kalash”, “geometric pattern” in the rug so presenting in award we need to describe the special element of the rug so tried to depict that in the shot.
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THE FINAL SHOOT
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PROJECT 2 PROJECT BRIEF Plan a different type of Banner shoot for the website which may use for different purpose in future for their website GUIDELINES FOR THE SHOOT • • • • • • • •
Shoot should be simple and easy to understand Use less number of props Do not use any frame Do not place straight rug during shoot. Beauty shoot can be done. Only studio shoot is to be done. Can use different type of rugs/durries for the shoot Play with the rug and try different concepts.
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CONCEPT PLANNED FOR THE SHOOT Banner ads are one of the most prolific forms of marketing used in today’s online world. All companies use them in one form or another because they’re an affordable, measurable and effective medium to increase brand awareness. So my concepts are: 1. The best thing about Jaipur Rugs is their “RUGS” they are so beautiful and each of the rugs are amazingly made by artisan So I choose 1st Hand tufted collection for the banner shot, collection name is PHPV which is so beautiful and even used as banner ad for their website. 2. Another one I choose is Durries which has pattern motif in it so my focus is basically to highlight the contrast of that pattern and tassels. My prop is scissor because that is the major element which is used to make a Rug/Durries. So, I tried to capture my frame in more natural style. 3.This one is my favorite because Natural/Hemp Durries are so cool one and beautiful because capturing those one as a beauty shot is coming out very well. So my inspiration for shooting the Jute durries is famous brand “nani marquina” and here I simply used natural things like that bamboo made basket , the natural jute durries and those threads and I tried to capture this shot in harsh light so that the emphasis of the durries come out well. 4.So in this shot I tried to capture the varieties of Jaipur Rugs and tried to show in that form so customer attract towards it to open the website for looking their other products.
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THE FINAL SHOOT
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PROJECT 3 PROJECT BRIEF To study how the “campaign shoots” done for any brand, do the proper research get the reference and plan a proper campaign shoot for us. GUIDELINES FOR THE SHOOT • Shoot should be simple. • Use less number of props • Do not use any frame • Do not place straight rug during shoot. • Beauty shoot can be done. • Only studio shoot is to be done. • Play with the rug and try different concepts. • Check the reference for the campaign shoot, which can be used for different purpose (Instagram post, website icons, poster, beauty shot for catalogue, collection shot or Magazine ads)
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CONCEPT PLANNED FOR THE SHOOT Campaign shoot is totally different from daily life shoot, these shoots based on some theme or describing about the new collection of that brand. So here, my task is to do campaign shoot for JAIPUR RUGS Rugs/Durries are very detailed handcraft so showing their details and beauty is biggest element. Depicting different concept for different pictures those are: 1.It all in the details, the knots of the jute durries are so beautiful that it has been captured in the harsh light and showing the variation through different colors of the collection or by giving the 3D form in a frame 2.This collection is all about the solids and texture so I thought of capturing the flat lays of this collection in straight formation so that it can be used as a Instagram campaign post. 3.This collection is pretty amazing collection so I thought to capture this in the highlow key frame so that the details of the collection is pretty clear to the customer and also seen the beauty of the Rug. 4. The portrait of those colorful durries with different patterns is all about showing the variation and pretty colors of the collection. 5.Monsoon fever, as the blue tie and dye durries give anybody feel of monsoon , Rainy season so by capture this I tried to give a message to customer that monsoon is about to begin as even our monsoon sale to. So my strategy is done a shoot on theme based. 6. The famous collection of JAIPUR RUGS brand “KAVI COLLECTION� I choose two rugs and try to capture in geometric form so that those soft texture anybody can feel through a picture itself.
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PROJECT 4 PROJECT BRIEF Study the different style of GIF and videos and try to prepare a concept for the theme “Monsoon Season” GIF. GUIDELINES FOR THE SHOOT • • • • • • • • •
Video should be simple. Use less number of props Do not use any frame Do not place straight rug during shoot. Only studio shoot is to be done. A theme based GIF is to be made Can be beauty shot video is done It can also be giving some message through GIF Creative thought is most welcome.
CONCEPT PLANNED FOR THE SHOOT 1.Rug opening: The concept of rug opening is like welcoming the monsoon season as you seen even I choose the blue and white color Durries with Tassels which give me a water droplets feel. So, while making the slow motion of that durries the only thought is to welcome monsoon with a Monsoon Sale festival. 2.Tik – tok on the Rug: The shoe print on the rug during monsoon season is very common so I thought a concept of giving the customer a rug renewal at our head quarter which gives them a lot of more facilities. . 3.Beauty frame: It’s an end of summer sale so I thought to give a beauty look for home garden area and which rug or Durries suit to that area.
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GIF 1 STORYBOARD
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GIF 2 STORYBOARD
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GIF 3 STORYBOARD
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PROJECT 5 PROJECT BRIEF Plan a Visual display for showroom as per their new collection. (Artisan origin Collection) GUIDELINES FOR THE DISPLAY • • • •
Not more than 5*8 feet size Use only AO new collection Free to use any prop with the display Minimal look is 1st preference.
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COMBINED PROJECTS
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ARTISAN ORIGINAL
PROJECT 1 Our first combined project was a photoshoot, in which we visited to many different villages and met many weavers.
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Jaipur Rugs inspire the artisans of rajasthan.For weavers in rural Rajasthan, creating something entirely of their own on an unassuming loom was something they never imagined would happen. A one-of-a-kind initiative introduced by Jaipur Rugs taps into the untamed fashion from the villages of India. It experiments with the originality of rural craftspeople and nurtures their creative potential which remains unexplored at a global stage. For the first time ever, weavers get to be the designers of their own rugs. Each rug in the collection is a masterpiece of design inspiration. It is imbued with the individuality of its artisan which is evident in unique artistry.
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This photo shoot was for the upcoming event in Paris�Maison 2018.� We were asked to go to the respective village of Kawarani, Thanagazi and Shahpura. It was an amazing experience and we were able to interact with the artisans and see there work. Artisan Original range of rugs is an amazing and beautifully crafted rugs, Jaipur Rugs give the weavers full exposure and also award them for there amazing work. 56 Vidhi-Priya/NIFT/RBL/FC/2015-19
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PROJECT 2 PROJECT BRIEF Study the brand as we used Bamboo for the rug support in large size Rugs, so now we are planning to make a sustainable use of single Bamboo in different ways which can be easily used by our customers. Give us ideas for “Bamboo Branding” in how many ways we can use single Bamboo. CONCEPT 1.The DIY sheets for them. Start the bamboo product research, the new or existing one in the market. What all products customer can make, let’s make DIY sheets for them. Before finalizing the final layout we try different layout that which customer understood easily. After finalizing the layout now I need to make prototype so that to understand does that harm the customer in while making the product or in how many steps that product is ready for them Few of the DIY made products are finalize 2. Jaipur Rugs Made As JR always make handmade small gifts for their customer as a thanks giving. So we can use sustainable material for making different products
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PROTOTYPE OF THE PRODUCT
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OUR LEARNING “My Experience at Jaipur Rugs” My experience has been very fruitful in this eight weeks internship at JAIPUR RUGS. Not only have I had a deep understanding of the working of a firm with weavers, I have also understood how to conduct myself in various work environment situations. I have learnt that it important to be eager about things to be able to learn more. One should take initiative and even if you’re unsuccessful, you will still learn how you can improve upon your work. This internship has been opportunities for me to test out the skills. I developed in college and see how the work in the real world. Working in an office environment, has helped me observe how other operate and take on those attributes that I feel work best, whether it’s communication, behavior, or office etiquette. It has been a very enriching journey and has helped me re discover myself as a designer.
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REFERENCES http://jaipurrugs.org/ Ac http://www.jaipurrugsco.com One Rug; One Story: Empowering the underprivileged to earn sustainable livelihood by means of carpet manufacturing. Available: https://www.changemakers.com/economicopportunity/entries/providingsustainable-livelihoodsdisadvantaged,
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IMAGE ATTRIBUTIONS Image 1: NK Chaudhary (CMD) Image 2: Weaver Image 3: Panja tool for weaving Image 4: Life of a weaver’s (TOOL) Image 5: Knotting on the Rug Image 6: Jaipur Rugs Headquarter Image 7: Bikaner wool factory Image 8: Lady sorting the wool Image 9: Sorted Theda Image 10: Carding the final wool Image 11: stretching the wool Image 12: Hangs before dyeing Image 13: Dyeing Hangs in the process Image 14: Washing the Rug at Sadwa Center Image 15: Loom weaving by weaver Image 16: Knotted Hangs Image 17: Rug shoots at Studio Image 18: Instagram post Image 19: Rug Renewal post Image 20: Campaign post Image 21: Thanagazi village weaver Image 22: Happy weaver Image 23: AO Rug Shot Image 24: Khawarani Village Weaver Image 25: Weaver Shot Image 26: Shahpura village weaver Image 27: Happy mother posing for shot Image 28: Artisan Origin Rug shot Image 29: Happy soul presenting their Rug
65 Vidhi-Priya/NIFT/RBL/FC/2015-19
VIDHI VAID AND PRIYA CHAUHAN 66 Vidhi-Priya/NIFT/RBL/FC/2015-19
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