Jitendra Lace Industries (h. U. F. )

Our family business is located at House No. 3/2096 in Salabatpura, right in the Vachli Sheri area. We’ve been in this house for a long time, working as a Hindu Undivided Family. The whole place is dedicated to making lace. You can hear the machines running as soon as you turn onto our street. It’s a very old part of the city, and the lanes are so narrow that two cars can’t pass each other. We spend our days managing the machines and checking the thread. It’s not a glamorous job. There’s always lint in the air and the noise is constant. We don't have a front desk or a showroom. If someone wants to buy something, they just come into the workspace and talk to us. Most of our workers have been with us for a generation. We know their families and they know ours. It’s a very traditional way of running things. We don't have a marketing budget or a fancy logo. We just focus on making the lace as well as we can. Sometimes the machines break down and we have to wait days for parts, but that’s just how it goes. We stay busy with the work and don't worry too much about what other businesses are doing. It’s just our way of life here in Salabatpura, keeping the machines going every day.