Abstract

In the heart of Rajasthan, Jaipur Rugs stands as a beacon of craftsmanship and heritage, weaving not just carpets but also a commitment to social change. When a passionate CSR executive sets out to showcase the true impact of the company’s initiatives, she must navigate a landscape where corporate responsibility is often seen as mere branding. Armed with the IPIE2T framework (The IPIE2T framework—Integrating Instrumental, Political, Integrative, Ethical & Emotional, and Temporal rationales—provides a comprehensive lens to assess the authenticity and impact of CSR initiatives.), she delves deep into Jaipur Rugs' efforts—from skill development programs empowering rural artisans to community welfare initiatives that extend beyond business interests. As she engages with stakeholders, the media, and policymakers, she strives to demonstrate that CSR at Jaipur Rugs is not just about compliance or reputation, but about creating lasting change. With growing expectations for businesses to integrate profit with purpose, she must demonstrate that ethical entrepreneurship can truly uplift communities.

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