Jaipur Rugs Seamlessly Blends Tradition With Innovation, Offering Timeless Creations

“Earlier, it was all about colour and design in the rug industry, but today, texture takes precedence. Everyone wants their own unique texture at the right price point,” informs Kavita Chaudhary in an exclusive interview with Henry Dsouza, Associate Editor of Textile Insights.

The global interior design industry is undergoing a transformative shift. Kavita Chaudhary, Design Director of Jaipur Rugs, explains how these changes are reshaping the rug and carpet industry. “The interior spaces are becoming far more contemporary, especially in progressive regions like Europe,” she says.

This evolution is visible in the design of furniture, particularly sofas, which have transitioned from conventional rectangular or L-shaped designs to sculptural, voluminous forms. “The carpet automatically changes to match these settings. A regular carpet doesn’t work anymore,” Kavita remarks.

Jaipur Rugs has embraced this shift by launching bold, contemporary designs that cater to modern aesthetics. The new collections complement the sculptural furniture and curvy sofas dominating today’s interior spaces.

In recent years, texture has taken centre stage in the rug industry. Kavita highlights the paradigm shift, “Earlier, it was all about colour and design, but today, texture takes precedence. Everyone wants their own unique texture at the right price point.”

Handmade rugs, in particular, allow for greater experimentation with textures, such as loops, cuts, varying pile heights and carvings. This innovation transforms designs into tactile masterpieces. “Building a design through textures is the new trend,” she adds, highlighting how textures integrate seamlessly into contemporary interiors.

While discussing about the colour trends, Kavita notes a strong preference for lighter tones.

“Globally, the lightest colours—white, light beiges and neutrals—are the most popular and easiest to use in homes,” she observes. Black-and-white combinations and pastel shades are also trending, though the lightest shades dominate sales.

Jaipur Rugs operates in over 80 countries, each with unique demands. Kavita shares insights into the company’s adaptability, “Many U.S. clients don’t want viscose anymore, so we’re exploring alternative fibres. Some markets require price engineering, while others demand specific textures or designs.”

The United States remains Jaipur Rugs’ largest market, accounting for more than 50% of its exports.  “The U.S. is all about neutrals—grays, whites and beiges dominate. But in progressive states like California and New York, customers are opting for contemporary, bright colours and fun patterns,” Kavita explains.

What sets Jaipur Rugs apart is its unique business model started by Kavita’s father, rooted in direct engagement with artisans from over 600 villages across India. Kavita proudly states, “We don’t have middlemen. The home of the weaver becomes a mini production unit.”

More than 40,000 artisans, 85% of whom are women, form this expansive network. With regular visits and strict quality checks, Jaipur Rugs maintains its high standards while empowering rural communities.  “Every three to five days, a loom is visited, ensuring quality and fostering trust,” Kavita explains.

The intricate craftsmanship behind a handwoven rug is astonishing. An 8-by-10-foot rug can take anywhere from two to eight months to complete, depending on the knotting technique.

“It could be two women or four women working together to create a single piece,” Kavita reveals.

Jaipur Rugs’ designs often draw inspiration from global experiences. For example, a recent collection was influenced by Milan’s vibrant interiors.  “This new range was just a trial, but the response has been phenomenal,” Kavita says. Customers have praised the innovative designs, vibrant colours and unique constructions.

Beyond design and innovation, Jaipur Rugs is committed to its artisans. “It’s not just about rugs—it’s about creating a holistic supply chain,” Kavita asserts. The Jaipur Rugs Foundation plays a vital role in supporting artisan communities, ensuring fair wages and fostering a sustainable ecosystem.

Kavita concludes with pride, “My father was recently recognized as one of the world’s top 50 inspiring leaders by Leaders 50. It’s a testament to our commitment to empowering artisans and preserving India’s rich heritage.”

From the intricate weaves of rural India to the modern interiors of global homes, Jaipur Rugs seamlessly blends tradition with innovation, offering timeless creations that tell stories of craftsmanship and care.