Masters of Luxury: Yogesh Chaudhary on Artisan Empowerment, Global Expansion, and Redefining Indian Craftsmanship

Carrying forward a legacy rooted in craftsmanship, Yogesh Chaudhary has transformed Jaipur Rugs into a global name synonymous with artisanal excellence. Under his leadership, the brand now reaches customers in over 100 countries, while staying deeply committed to a people-centric model that directly supports over 40,000 artisans, 85% of them women, across nearly 600 villages in India. In this episode of Masters of Luxury, he speaks about redefining India’s position in global design, building a brand rooted in storytelling, and why craftsmanship remains at the heart of true luxury.

Robb Report India (RR): What is the story behind your iconic campaigns over the last few seasons, where rugs are placed in the most unexpected settings?

Yogesh Chaudhary (YC): For the longest time, we’ve believed that marketing is what differentiates one brand from another. It’s your story, but how you tell it makes all the difference. Over the years, we’ve tried to create interesting campaigns, and in the last few years—especially with our new creative director—they’ve become quite iconic.

The idea was simple: take a carpet and place it in an unusual setting, and showcase its beauty differently. For example, in the tennis campaign, we had Rohan Bopanna and one of our artisans playing together on a rug. We made sure everything was authentic—we even trained the artisan for a month to play tennis. Everyone in the campaign, except Rohan, was part of Jaipur Rugs.

At the core, our story is about artisans and craftsmanship. Bringing together someone like Rohan, who deserves even more recognition, and a product like a carpet—which also deserves more credit—creates a powerful narrative.

RR: What about campaigns like the one shot on a ski slope? What was the thought process behind those?

YC: These ideas often come from the team. The snow campaign, for instance, was our creative director Greg’s idea. He wanted to shoot against a snowy backdrop. We also shot inside the resort, but the snow visuals became so iconic that they overshadowed the rest.

The goal was to create imagery that inspires—something designers and viewers can look at and say, “Wow.” It takes the right team and production to execute something like this, and thankfully Greg’s experience helped.

What I love most is that the campaign made people curious about Kashmir. Many told me they didn’t know India had such stunning snow destinations.

RR: Jaipur Rugs has collaborated with iconic global brands like Chanel and Balenciaga. How did this journey begin?

YC: About a decade ago, working with global luxury brands was a dream. Then one of the top luxury brands approached us to create carpets for them after hearing our story. That shifted my perspective.

We realised luxury brands are always looking for meaningful stories. That’s when we started reaching out to groups like LVMH. Since then, there’s been no looking back.

Today, many global luxury brands are our clients. We collaborate on store windows, installations, and materials. Some have even invited us to co-create campaigns. In Dubai, several luxury brands have hosted events at our store because they were inspired by our visual storytelling.

One of the most rewarding moments was when a luxury brand head told us they were inspired by us and wanted to learn from our approach.

RR: Tell us about some of your favourite recent projects.

YC: We’ve worked closely with the Leela Group, especially on renovations and new properties. I admire how they integrate storytelling into their spaces. For instance, the renovated lobby at The Leela Gurgaon is a great example.

Another standout is Six Senses Fort Barwara. They used our Manchaha collection—each piece is unique—to highlight artisanal storytelling. Today, hotels want not just design, but meaning behind what they showcase, and that aligns perfectly with us.

RR: Jaipur Rugs is known for working closely with artisans. What is your approach?

YC: Our biggest differentiator has been working directly with artisans from day one. Traditionally, there were multiple layers—exporters, contractors, subcontractors—and the artisan earned the least.

My father changed that by going directly to artisans. He also recognised early on the role of women in weaving. Women were more consistent and produced better quality, so focusing on them made business sense.

Over time, this created real impact. When women earn, they invest in education, homes, and better living standards. Beyond this, our foundation focuses on training and collaborating with global organisations to deepen that impact.

RR: What has been one of your most challenging yet fulfilling projects?

YC: We created a massive carpet for a royal family in the Middle East. It took nearly two years, with about 40 artisans working on it daily.

Managing such a project is complex—people have personal commitments, unforeseen events—but ensuring consistency and quality throughout was challenging. In the end, the result made it all worthwhile.

RR: What’s on your vision board right now?

YC: Putting India on the global map—not just as a producer, but as a design leader. While India is known for quality manufacturing, we’re not always recognised for design. I want to change that.

RR: Tell us about your design collaborations.

YC: We collaborate with designers who have a strong point of view. For example, Vinita Chaitanya’s Indi Rose collection is maximalist, inspired by Indian fauna and heritage.

Pavitra Rajaram’s collection drew from antique traditions across the globe. Internationally, Lorenzo Vitturi created something very different—he introduced dimension with long threads, almost turning carpets into installations.

These collaborations help us look at rugs in new ways.

RR: How do you decide which designs to move forward with?

YC: There’s no fixed formula. Sometimes designs we doubt become bestsellers. We believe in constant experimentation.

We create both traditional and modern designs. The idea is to offer variety while building a strong overall design language.

RR: How has Jaipur Rugs evolved over the years?

YC: My father always wanted to connect artisans directly with consumers. Retail helped us realise that vision.

Earlier, we weren’t widely known at a consumer level. Today, thanks to our customers and word-of-mouth, the brand has grown significantly. We’ve kept pricing fair by maintaining transparency.

RR: How do you compete with fast, lower-priced alternatives?

YC: That challenge will always exist. Even global luxury brands face counterfeits. Our approach is to offer a range—high-end iconic pieces, as well as more affordable, high-quality options. This allows customers to choose based on their needs without compromising on craftsmanship.

RR: What should customers keep in mind while choosing a rug?

YC: Make it personal. Don’t buy something just to impress others. The best homes reflect what the owner truly loves.

Even if something doesn’t perfectly match, if it tells a story and resonates with you, it will work beautifully.

RR: What inspires you as a traveller?

YC: I’m inspired by unconventional spaces. Recently in Sharjah, I saw heritage buildings converted into hotels while retaining their original architecture.

Walking through narrow passages into open courtyards creates a sense of discovery. That kind of design inspires me.

RR: Which brands or designers inspire you?

YC: I admire Sabyasachi for staying true to his vision, even if it means losing business. I also admire Pero for its focus on craftsmanship and design.

Internationally, Restoration Hardware inspires me. They’ve built a strong aesthetic and expanded into a global luxury brand.

RR: What is Jaipur Rugs’ point of view as a brand?

YC: Our point of view is craftsmanship and artisanal excellence. While designs may vary, our core remains consistent—high-quality, handcrafted products with strong storytelling.

RR: What does luxury mean to you?

YC: Luxury is personal. It’s more of an emotion than a product. For me, it’s about things that matter deeply and still feel aspirational.

RR: What is your long-term vision?

YC: I believe India has the potential to create some of the world’s best luxury and craftsmanship brands. I hope we see that in the next two decades.

RR: What’s next for Jaipur Rugs?

YC: We’re expanding with new stores and exciting projects. The goal is simple—to keep building the brand and take it global.