Indian brand Jaipur Rugs has added a jewel to its crown by acquiring the iconic Shyam Ahuja brand. Established in 1963, Shyam Ahuja redefined the concept of understated luxury with its flatwoven dhurries, gracing the homes of luminaries like Princess Diana, Jacqueline Kennedy Onassis, and Gianni Versace. Now, under the stewardship of Jaipur Rugs, the brand’s storied past meets an exciting new chapter. This strategic move is set to revive the legacy of a design house that first brought the Indian dhurrie into global prominence.
The brand’s journey began with a visionary idea to transform the traditional Indian dhurrie into a global sensation. Drawing inspiration from diverse sources, including the Scottish tartan, Indian paisley, and even the grandeur of Versailles ceilings, Shyam Ahuja – the eponymous owner – introduced a modern sophistication to an ancient craft.
His dhurries became synonymous with elegance, durability, and a cosmopolitan aesthetic that resonated with A-list designers and collectors. Mr. Ahuja’s rugs have been embraced by style icons like Anna Wintour and Oscar de la Renta. His New York and Paris showrooms became design meccas in the ’80s and ’90s, and his campaigns set new standards for creativity and art direction in the industry. Unfortunately, the visionary designer passed away in 2021.
The acquisition by Jaipur Rugs includes Shyam Ahuja’s design archives and personal collection, a treasure trove of creativity that Jaipur Rugs plans to develop as an independent entity with its supply chain.
The partnership between Jaipur Rugs and Shyam Ahuja is a meeting of minds, each with a deep commitment to artisanship. Nand Kishore Chaudhary, founder of Jaipur Rugs, and the late Shyam Ahuja shared a vision that placed craftspeople at the heart of their businesses.
Jaipur Rugs, established in 1978, has grown into India’s largest handmade rug manufacturer, with over 40,000 artisans—85% of whom are women—across 650 villages. This social enterprise produces 700,000 square meters of rugs annually, combining traditional techniques with cutting-edge design innovation.
The acquisition comes at a time when Jaipur Rugs is already a global powerhouse with a presence in over 85 countries. The company operates showrooms in Milan, London, Singapore, Dubai, Russia, and China, in addition to its 10 stores across India.
“I have long been an admirer of Shyam Ahuja and the cult status aura that surrounds the brand. His instantly recognisable dhurrie designs and sophisticated sensibility for colour make for the richest design archive to curate from. It gives me immense joy to see Jaipur Rugs acquire the jewel in the crown – a sleeping beauty that we intend to revive with great respect. It’s an exciting moment in both our stories,” said Greg Foster, Artistic Director, Jaipur Rugs.
With this acquisition, Jaipur Rugs aims to honor Mr. Ahuja’s legacy while adapting his visionary designs for contemporary interiors.
