How Hands Carpets Put Bhadohi on the Global Luxury Map

In Bhadohi, a small city tucked between Varanasi and Prayagraj, a cluster of weavers deftly hand-knot carpets. While most of them may not have set foot outside of their hometowns, their creations have found homes all over the world, including The Bulgari Penthouse, and Armani Hotel, Dubai; Six Senses, Bhutan; Four Seasons Hotel, Amman; The Oberoi, Marrakech; Ritz Carlton, Millenia Singapore; and luxury properties in India including Taj Falaknuma Palace, Hyderabad; and The St. Regis, Mumbai.

Interestingly, they have also made carpets for seven of the top 10 richest Indians in the country. These skilled artisans are part of Hands Carpets, a homegrown luxury brand helmed by Ravi Patodia.

The story of these carpets dates back to 1881, when A. Tellery, a British entrepreneur, discovered talented weavers in Bhadohi. The current family took over the business in the 1980s under Patodia Exports. “We preserved the heritage of the original enterprise while reimagining it for a luxury audience,” says Ravi Patodia, chairperson, Hands Carpets.

The label, Hands Carpets, launched in 2003 with its first flagship store in Delhi, followed by outlets in Mumbai, Dubai, and Singapore. The Delhi store, in Sultanpur, is spread across four floors and 15,000 square feet. It feels like walking through a spacious art gallery. Large rugs hold pride of place, showcased on walls and on sliding racks. They gleam under the golden lights. Each of them is exquisite, taking over 1,200 man hours to make. The time of completion depends on the technique, complexity of design, size, and material.

“A standard handmade carpet measuring approximately eight by 10 feet can take from eight weeks to five months to complete. A detailed hand-knotted silk carpet may require many months, and in some cases over a year, depending on knot density and intricacy,” says Patodia.

When I look closely at the back of a hand-knotted carpet what I can’t unsee is the similarity it shares with a photograph. While pixels come together to create a photo, tiny little squares of knots—resembling pixels—come together to create a complete carpet.

“The number of knots, too, varies according to the type of design. Some go up to 260 knots,” says Patodia. The collections here feature more than 2,000 pieces. There are also collaborations between artists such as Larry Roberts and Nika Zupanc. A funky, blue and red carpet catches my eye. It’s called Butter Butter and is a collaboration with a Dubai-based design firm called Doodle and the Gang.

Precision Meets Scale

In 2021, Hands Carpets’ project for Astana Grand Mosque, Kazakhstan, bagged them a Guinness World Record for the largest hand-tufted carpet. The turquoise carpet with Turkish patterns measuring 12,464.29 square metres was created by more than 1,000 artisans from Bhadohi.

“It took six months to complete and nearly 50 days to install,” says Patodia, who considers the title a tribute to the talent, dedication, and artistry of the artisans of Bhadohi. “The recognition reaffirmed our belief that Indian craftsmanship can achieve feats that inspire the world,” he says.

The carpet was divided into 100 pieces before being shipped. The whole process was like putting together a jigsaw puzzle. The centre design had to align under a chandelier made with 1.5 million crystals. The entire process required precision. Patodia says it was a remarkable demonstration of what skilled artisans can achieve when craftsmanship, engineering, and teamwork come together.

For 27-year-old Subhash Chand, while the project was a moment of pride, it was the opportunity to fly out of India for the first time (with seven fellow artisans) that he was most excited about. “Everything from being at the airport to boarding the aircraft and flying above the clouds, felt completely new,” says Chand.

Despite technology, the actual making of a luxury carpet still relies on the hands, eyes, and experience of skilled artisans, believes Patodia. He opines, “Luxury, in our view, is inseparable from human touch.”