Weaving Stories: Jaipur Rugs’ Journey from Craft Communities to the World Stage

Jaipur Rugs was founded by NK Chaudhary in 1978 with nine artisans and two looms and is now a leader in handmade, hand-knotted rugs. With a focus on and interest in its artisans, the company stands in the worlds of tradition and innovation, committed to its company pillars of empathy, simplicity, integrity, shared wisdom, and humility. Through the Jaipur Rugs Foundation, it provides door-to-door healthcare, education, and skill development, impacting over 273,731 lives across 669 villages. Currently, Jaipur Rugs employs 40,000 artisans, working on 7,000 looms across six Indian states.

Recent collaborations for the company include partnerships with designers from across the world showcased at Salone del Mobile 2025, blending global design sensibilities with Indian craftsmanship, like Richard Hutten, Peter D’Ascoli, Tatiana de Nicolay, Gurjeet Singh, Rashid Rana, and more. This season, Jaipur Rugs will showcase works by de Nicolay, Hutten, VIMAR 1991, and Peter D’Ascoli at Salone del Mobile 2025 in an immersive experience that explores narrative expression and textile mastery. We spoke with the team behind Jaipur Rugs to learn more about the recently acquired Shyam Ahuja heritage brand, as well as the newly opened Aspura Gallery.

Reviving Heritage and Redefining Craft with Jaipur Rugs

WHITEWALL: How has Jaipur Rugs shifted a cultural understanding of celebrating a way of living that previously was uncelebrated? 

JAIPUR RUGS: Jaipur Rugs has transformed the cultural narrative around traditional craftsmanship by bringing global recognition to the artistry of rural weavers, an aspect of life that had long remained underappreciated. By integrating time-honored weaving techniques with contemporary designs, the brand has not only redefined the luxury rug industry but has also honored the legacy of its artisans.

The company’s efforts go beyond providing employment; it has helped artisans gain dignity, financial stability, and a sense of pride in their craft. By weaving human stories into each rug, Jaipur Rugs has successfully shifted cultural perceptions, ensuring that this once-unrecognized way of life is now celebrated on a global scale.

WW: Jaipur Rugs recently acquired Shyam Ahuja. Tell us about the important of this brand and how you hope to introduce it to a wider, newer audience?

JR: Jaipur Rugs is delighted to announce that it has acquired the iconic interiors brand Shyam Ahuja. The handover from one family to another precedes a much-anticipated revival of the highly regarded 1963 design house that introduced the flatweave Indian dhurrie to the world. Jaipur Rugs intends to develop Shyam Ahuja with great respect for the original vision of its founder while fulfilling his wish to revive its legacy as a global luxury brand.

Considered the jewel in the crown of carpet making with a historically important design archive, Shyam Ahuja has a cult-status reputation for refined craftsmanship, uncompromising quality and exceptional fabrics. Known as “the man who cracked the color code”, Shyam is fondly remembered for his discerning eye and instantly recognizable designs.

A sleeping beauty, the brand remains the zenith of quiet sophistication for its loyal following of great American decorators. Known for its poetic advertising campaigns, the brand remains more relevant than ever as a new generation of designers discovers these iconic images, widely recognized as some of the most memorable visuals ever created by a luxury brand. 

The directors of Jaipur Rugs are now the custodians of the Shyam Ahuja legacy. They intend to develop Shyam Ahuja with great sensitivity, treating the design house as an independent gem, and maintaining its own artisans and workshops.

“The brand has not only redefined the luxury rug industry but has also honored the legacy of its artisans.”

-Jaipur Rugs

WW: You’ve also recently announced Aspura Gallery. What is your vision for this space for collectible carpets?

JR: Aspura is a gallery for collectible carpets, both contemporary editions and highly curated antiques. Working with a small roster of cult-status designers, artists, and curators, the carpets offered by Aspura are exceptional—created or chosen with great thought and consideration by tastemakers from across contemporary culture. Continuing the tradition of carpets being important objects of the decorative arts, Aspura creates fragments of their time and the heirlooms of the future. Both old and new, our carpets are of museum quality. 

Aspura is a weaving village in rural Rajasthan known for its exceptional craftsmanship in carpet-making. It is here, amidst the patina of crumbling havelis and typical homes surrounded by farmland, that a powerful craft cluster has emerged. The traditional artisan community here is at the heart of the first projects in our contemporary program. 

Aspura launched at India Art Fair 2025 with a project by Rashid Rana that spans both contemporary and antique carpets. Our second exhibition with the estate of B.V. Doshi will be revealed later in 2025. Conceptualized to join the nomadic international design fair circuit, Aspura will quickly establish itself on the global stage by handcrafting some of the most important new carpets commissioned in a generation.  

Weaving New Narratives in Contemporary India

WW: You’ve recently shared collaborations with Rashid Rana and Gurjeet Singh. Can you tell us about these projects?

JR: Aspura is a design gallery for collectible carpets, both contemporary editions and highly curated antiques. Our debut exhibition is a solo project by Rashid Rana, widely recognized as one of the leading artists working in South Asia today. His triptych installation includes the first in a series of new carpets designed by the artist and the rare Kashan rug that inspired it.

Connecting the highly pixelated and vintage carpets is a specially commissioned photomosaic by Rana, The One and Many, which comprises thousands of tiny images of antique carpets from the personal archive of Yogesh Chaudhary. The trompe l’oeil effect gives the illusion that the viewer is looking at just one carpet when, in fact, they are viewing an entire private collection. 

Similarly, our collaboration with Gurjeet Singh brings a deeply personal and expressive approach to rug design. Known for his evocative sculptural works, Singh’s interpretation of textile art incorporates raw textures, organic forms, and handwoven narratives that resonate with cultural heritage while pushing artistic boundaries. These collaborations are just the beginning, as Jaipur Rugs continues to partner with contemporary artists who bring fresh perspectives and redefine the artistic potential of handcrafted rugs.

“It’s not just about design; it’s about storytelling, technique, and cultural dialogue.”

-Jaipur Rugs

WW: What is that conversation like between artisans and artists?

JR: The conversation between artisans and artists is a beautiful exchange of tradition and contemporary vision, where two distinct creative worlds come together to cofound something extraordinary. It’s not just about design; it’s about storytelling, technique, and cultural dialogue.

Artists bring fresh perspectives, often introducing abstract ideas, unconventional color palettes, or modern artistic movements into the design process. Artisans, on the other hand, contribute their deep-rooted expertise in hand-knotting, weaving, and dyeing—skills passed down through generations. This interaction is a continuous learning process where artists gain an appreciation for time-honored craftsmanship, and artisans explore new artistic possibilities beyond their traditional patterns.  Through this dialogue, both sides challenge and inspire each other, leading to rugs that are not just products but living pieces of art. The resulting designs celebrate heritage while embracing innovation, ensuring that traditional craftsmanship remains relevant in the evolving landscape of contemporary art and design.