Jaipur Rugs has bought the Shyam Ahuja luxury rug and fabric brand.
The deal includes the personal collection of the brand’s late founder Shyam Ahuja and his design archive.
Jaipur described the brand as the ‘jewel in the crown’ of rug-making. ‘It is a landmark opportunity that Jaipur Rugs intends to approach with respect and develop independently as a separate entity with its own supply chain,’ it says.
Ahuja founded the brand in 1963, when as a successful businessman he recognised the potential of the flatwoven dhurrie as a woven canvas, and resolved to sell the textile in the US, a market where he built a cult following amongst A-list designers.
‘We are thrilled to have acquired the exceptional brand, Shyam Ahuja, with his legacy known for timeless design, exceptional craftsmanship and unwavering commitment to quality. We have a shared vision for preserving and elevating the artisanal wealth of our country. The brand has an extremely strong emotional connection with so many customers and patrons around the world, which we will harness to revive the glory days of Shyam Ahuja and re-establish its unique positioning at the top of the market, globally,; says Yogesh Chaudhary, Jaipur Rugs director.
Shyam Ahuja’s iconic designs drew inspiration from sources as diverse as a Versailles ceiling, Scottish tartan, and the traditional Indian paisley. His highly creative advertising campaigns (pictured) were ahead of their time in imagery and art direction.
The brand became highly regarded by American interior designers such as Bunny Williams and by the 1990s the rugs were bought by the likes of Oscar De La Renta and Anna Wintour. It was one of India’s first luxury brands to go international with successful showrooms in New York and Paris, as well as across India.
