As the second-generation steward of an inveterate family craft legacy, Asha Chaudhary has transformed Jaipur Living into a global design brand with a soul. Founded in 2016 as the sister company to Jaipur Rugs—originally launched by her father, Nand Kishore (NK) Chaudhary, in 1978—Jaipur Living carries forward a compassionate vision: to center humanity at the heart of business.
What began with just two looms and nine artisans—many from India’s most marginalized communities—has grown into one of the largest handmade rug networks in the world, employing over 40,000 artisans across more than 700 villages in India. As the company acts as an entrepreneurship model, with weavers crafting from their own homes, many of the women have become financially independent, gained creative freedom, and risen as leaders within their communities.
Courtesy of Jaipur Living.
While Jaipur Rugs is based in Jaipur, Jaipur Living is headquartered in Atlanta—a city less than 100 miles south of Dalton, known as the “carpet capital of the world.” Here, Chaudhary has positioned the company at the intersection of tradition and innovation. From this hub of American flooring, she has carved out a distinctive niche in conscious luxury, bridging the artistry of Indian craftsmanship with the needs of contemporary design. Under her leadership, Jaipur Living has flourished into a well-respected, coveted carpet purveyor—not just of heirloom-quality rugs and home décor, but as a platform for sustainability, storytelling, and social impact.
Through initiatives like the brand’s line “Manchaha,” which means “from the heart,” artisans are empowered to create original, one-of-a-kind rugs using leftover yarn, weaving stories from their lives, landscapes, and imaginations into richly colored, emotionally resonant works of art. Each piece—a freehand work, following only the weaver’s instinct, not a blueprint—becomes a thread of connection between rural villages and global homes.
Courtesy of Jaipur Living.
Courtesy of Jaipur Living.
When visiting the parent company’s headquarters in Jaipur earlier this year, Whitewall saw a selection of “Manchaha” rugs that told stories of strength, partnership, and community, with patterns of color flowing like a lifeline, shapes appearing like people, and speckles of saturation bursting like hope. As Chaudhary explained, these colorful “Manchaha” creations also align with how the global market is changing, offering expressive options to years of beige.
Courtesy of Jaipur Living.
Earlier this summer on May 15, timed to NYCxDesign, Jaipur Living staged its first U.S.-based exhibition “Manchaha: Memories Preserved” at VFA Gallery in New York. In the intimate space, hand-knotted carpets were displayed alongside famous works of art, furthering the dialogue that the brand’s rugs are for contemporary collectors, too. Art and design patrons from around the globe gathered to see the finest examples of the brand’s rugs up close—a rare opportunity outside the villages in Jaipur or in a store that sells the company’s craft.
Whitewall spoke with Chaudhary, the CEO and President of Jaipur Living, about honoring tradition while innovating for the future, the emotionally charged stories behind collections like “Manchaha,” and how creativity, craft, and compassion are seamlessly woven into every rug.
The Ethos of Jaipur Living
Courtesy of Jaipur Living.
WHITEWALL: How has Jaipur Living’s vision evolved since its inception? What are your current goals for the company’s growth and development?
ASHA CHAUDHARY: Our journey has evolved, but the heart of Jaipur Living remains the same: it’s about people. When my father, N.K. Chaudhary, started with two looms and nine artisans, his vision was simple yet revolutionary—to transform lives through dignity and opportunity. Today, as a global brand, our mission has expanded to connect artisans and customers worldwide, creating a bridge of compassion and craft. Our goals are rooted in scaling this model of impact. We aim to empower more artisans, deepen sustainability efforts, and strengthen the emotional connection between the maker and the customer. The most meaningful milestones for us aren’t just in our global footprint but in every artisan’s story of transformation—a story of a better future woven with love and care.
WW: How do cultural references influence your collections? Can you share insights into the creative process behind the designs?
AC: Every Jaipur Living rug carries a story—of heritage, creativity, and the artisan’s spirit. Our design process is an intricate dance between the past and the present. Artisans infuse their work with generations of traditional knowledge, while designers bring fresh, contemporary perspectives.
Programs like “Manchaha,” meaning “from the heart,” are a beautiful testament to this synergy. Artisans, using leftover yarn, freely express their creativity without a predefined map. The result? Rugs that are deeply personal and visually stunning—some with over 80 colors, each chosen spontaneously. These pieces are living art, showcasing the artisan’s emotions, surroundings, and memories. Whether inspired by India’s vibrant landscapes or a global designer’s modern aesthetic, our collections celebrate diversity while staying true to our roots.
Impact and Empowerment in India
Courtesy of Jaipur Living.
WW: Jaipur Living employs a network of 40,000 artisans across more than 700 villages in India. How does this model contribute to the company’s success and impact the artisans’ communities?
AC: Our grassroots model is the cornerstone of our success. By removing middlemen, we ensure fair wages and create a lifeline for thousands of women who now work from their homes. For these artisans, weaving is not just a craft—it’s a path to independence, leadership, and hope. Take Vila’s story: A mother of four living below the poverty line, she couldn’t work outside her home due to family responsibilities. We set up a loom in her home, taught her to weave, and saw her potential. She soon became a leader, organizing over 120 women in her village to join her. Today, Vila has transformed not just her own life but her entire community, proving that empowerment ripples outward. This model uplifts families, strengthens villages, and sustains ancient craftsmanship, creating an ecosystem where everyone thrives.
“This model uplifts families, strengthens villages, and sustains ancient craftsmanship…”
—Asha Chaudhary
WW: Your father, N.K. Chaudhary, founded the company on the principle of dignity, employing “untouchables” and subverting centuries-old practices. How does this commitment to inclusivity continue to shape Jaipur Living’s operations and culture today?
AC: Inclusivity is the soul of Jaipur Living. My father’s decision to work with “untouchables” in the 1970s was an act of defiance rooted in unconditional love. Today, we honor his legacy by ensuring every artisan feels valued and respected, breaking cycles of marginalization. For example, many women in rural India once veiled their faces in public, a symbol of societal constraints. Now, these same women walk with confidence and pride, their names recognized globally as designers and artists. This transformation inspires everything we do—whether it’s providing education, healthcare, or opportunities for leadership. By treating everyone with dignity, we continue to build a culture where love and fairness prevail.
Sustainability in Every Knot
Courtesy of Jaipur Living.
Courtesy of Jaipur Living.
WW: What sustainable practices has Jaipur Living implemented in its production processes? How do you balance traditional craftsmanship with environmental responsibility?
AC: Sustainability is woven into the fabric of our business. Handmade rugs inherently have a smaller environmental footprint, but we take it further by using renewable fibers like wool and hemp, treating dye water to prevent pollution, and reducing waste through initiatives like “Manchaha,” where leftover yarn is transformed into award-winning designs. For us, balancing tradition and responsibility means creating heirlooms—rugs that last for decades and often become cherished family treasures. This durability counters the fast-fashion mindset, aligning beauty with sustainability. Every decision we make honors the planet, the people, and the craft, ensuring a legacy of care for future generations.
“Every decision we make honors the planet, the people, and the craft…”
—Asha Chaudhary
WW: How do you approach co-creating rugs with designers and artisans? What benefits arise from these collaborations?
AC: Collaboration is a bridge between innovation and tradition. Designers bring modern aesthetics and global trends, while artisans contribute their generational knowledge and creative intuition. This synergy results in pieces that are not only visually stunning but also imbued with deep cultural significance. These collaborations enhance creativity, foster mutual respect, and push the boundaries of what’s possible in rug design. They also create a platform for artisans to evolve from workers to artists, allowing their stories to shine on a global stage.
Keeping Traditional Craft Alive
Courtesy of Jaipur Living.
WW: With industrialization impacting the ancient art of rug weaving, how does Jaipur Living work to revive and sustain this traditional craft?
AC: At Jaipur Living, we are deeply committed to preserving and revitalizing the ancient art of rug weaving through initiatives that empower artisans and celebrate their craft. Through our doorstep entrepreneurship model, we bring looms and raw materials directly to artisans’ homes, allowing them to sustain traditional weaving practices while balancing work and family responsibilities. With our skill development programs, we offer training initiatives led by the Jaipur Rugs Foundation, ensuring the transfer of generational knowledge and equipping artisans with the skills to keep this heritage alive. With our Artisan Originals initiative, we have programs like “Manchaha” that empower artisans to design their own rugs, blending traditional techniques with personal creativity. This reinvigorates the craft while giving artisans a sense of pride and ownership. And with our Sustainable Livelihood opportunities, by providing year-round employment and eliminating middlemen, we ensure artisans have stable incomes, encouraging them to continue their craft.
Through these efforts, we are not only safeguarding a 2,500-year-old tradition but also inspiring the next generation to see rug weaving as a career of choice, not default.
WW: Since the brand’s establishment in 1978, how has the Jaipur Rugs Foundation contributed to the well-being and development of artisans, and what are its current focus areas?
AC: The Jaipur Rugs Foundation has been a catalyst for transformation. From providing basic literacy to women who couldn’t write their names to organizing eye care camps that restore vision, the foundation addresses the holistic needs of artisans. Currently, our focus is on expanding healthcare, promoting mental well-being, and nurturing the next generation of artisans. One initiative we’re particularly proud of is helping artisans gain formal certification, enabling them to showcase their skills globally. By addressing systemic challenges and fostering empowerment, we create pathways for artisans to thrive with dignity and pride.
“We create pathways for artisans to thrive with dignity and pride.”
—Asha Chaudhary
An Artisan-First Approach
Courtesy of Jaipur Living.
Courtesy of Jaipur Living.
WW: In an ever-changing market, how does Jaipur Living stay ahead of design trends while maintaining the authenticity of its products?
AC: We stay ahead by staying true to our artisans. Trends come and go, but the human stories and craftsmanship behind each rug are timeless. Our in-house designers and collaborations bring fresh perspectives, while programs like “Manchaha” allow artisans to innovate from within, creating rugs that are both unique and meaningful. Authenticity is our anchor. By celebrating the maker’s journey and blending it with modern aesthetics, we create pieces that resonate deeply with customers, transcending fleeting trends.
“We stay ahead by staying true to our artisans.”
—Asha Chaudhary
WW: As the second-generation leader of a family business, what challenges and opportunities have you encountered in steering Jaipur Living, and how do you envision its future trajectory?
AC: Leading Jaipur Living has been a humbling journey. Balancing my father’s legacy with the need to innovate in a fast-changing market is both a challenge and an opportunity. Expanding globally while preserving our core values has required careful strategy and a deep commitment to people and purpose. Looking ahead, I see Jaipur Living as a global leader in conscious luxury. We will continue to expand sustainably, innovate in design, and deepen our impact on artisan communities, proving that business can be a force for good.
Inside Asha Chaudhary’s Home
Asha Chaudhary, courtesy of Jaipur Living.
WW: What’s in your home? Do you collect art or design objects?
AC: My style leans toward minimalism—clean lines and simplicity—but one of my favorite spaces at home is my son’s playroom. It’s a vibrant, joyful space that’s all about expression. When he was younger, he scribbled all over the playroom walls—a messy, chaotic, and utterly beautiful moment of childhood. I thought about painting over it, but I decided to leave it untouched. Those scribbles remind me every day of the magic of play and uninhibited creativity.
In that space, we have one of my most treasured pieces: a Manchaha rug. Its greens, blues, and pinks seem to capture the joy and wonder of childhood perfectly. What makes it even more meaningful is the story behind it. It was designed by Durga, an incredible artisan who has been weaving for over two decades. As a mother of three, she uses her art to share her unique perspective on the world. Knowing that a mother’s hands brought this rug to life inspires me—and I hope it inspires my son to embrace his own creativity and individuality as he grows.
“Knowing that a mother’s hands brought this rug to life inspires me…”
—Asha Chaudhary
WW: What are your hopes for 2025?
AC: In 2025, I hope Jaipur Living will have doubled its artisan impact, with more women rising as leaders in their communities. I envision stronger sustainability initiatives, deeper connections between artisans and customers, and a world where businesses like ours inspire others to prioritize love and dignity over profit. Above all, I hope our story continues to weave a brighter future for everyone it touches.
