MUMBAI: It’s laying it on pretty thick. Handmade luxury carpets maker Jaipur Rugs has bought over the iconic Shyam Ahuja brand in a move to revive its legacy as a global luxury name. This acquisition includes Shyam Ahuja's personal collection and design archive, marking a strategic step for Jaipur Rugs to expand its influence in the premium rug market. Details of the transaction are not available, but estimates are that the value is in double digit crore.
Founded in 1963, Shyam Ahuja revolutionised Indian dhurries, introducing the flatwoven rugs to international markets and earning acclaim among A-list designers and global icons like Jacqueline Kennedy-Onassis and Gianni Versace. Known for its timeless designs, superior craftsmanship, and sophisticated use of colour, the brand became synonymous with understated elegance and quiet luxury. The brand was a big spender in print, especially publications, which reached out to the diaspora or international travellers. Many of the inflight magazines were their preferred partners.
Jaipur Rugs intends to honour the original vision of Shyam Ahuja while elevating its status on the global stage, according to its director Yogesh Chaudhary. Both Jaipur Rugs and Shyam Ahuja share a commitment to empowering artisans.
Founded in 1978 by Nand Kishore Chaudhary, who has even been labelled as the Gandhi of the carpet industry, Jaipur Rugs is India’s largest handmade carpet manufacturer, with over 40,000 artisans across 650 villages, 85 per cent of whom are women. The company operates in 85 countries and has expanded to international showrooms in Milan, London, Singapore, and Dubai.
Jaipur Rugs artistic director Greg Foster called the acquisition “a sleeping beauty we intend to revive with great respect,” citing the immense design archive and the brand’s cult status among collectors.
The company plans to operate Shyam Ahuja as an independent entity with a distinct supply chain while continuing its retail presence through showrooms in India and globally. Further plans for the brand's revival will be unveiled soon, promising to re-establish Shyam Ahuja’s position as a pioneer in luxury rugs.
(Picture source: Jaipur Rugs website)
