About Us
The Remarkable Journey of Shyam Ahuja
1. Rediscovering the Dhurrie (Late 1960s)
In 1968, while working as a wool buyer for Tattersfield & Co. in Philadelphia, Shyam Ahuja discovered the nearly extinct dhurrie during a visit to a jail-weaving workshop in Rajasthan. This craft had almost disappeared, even though it dates back to the Harappan civilization.
He envisioned transforming this simple flat-weave into a refined textile art form and aimed to introduce it to the American market.
2. The Struggle and First Breakthrough
Facing widespread snobbery, Ahuja remembered being turned away from most major furniture stores. He was not even allowed to cross their thresholds.
Undeterred, he called buyers until Irwin Corey of Rosecore Carpet Company in New York placed the first export order for one cotton dhurrie. Unable to find cotton weavers, he commissioned a wool dhurrie instead. Despite his doubts, the client loved it and ordered six more.
3. The Birth of a Legacy
This success marked the beginning of his brand, SHYAM AHUJA, with "Design #1" or “Cambay” becoming a timeless classic still admired decades later.
His focus on quality and understated elegance laid the groundwork for his legacy.
4. Elevating Indian Handloom to Global Prestige
Ahuja drew inspiration from many sources, such as the ceilings at Versailles, Scottish tartan, and Indian paisley. He crafted designs that resonated with collectors worldwide. His rugs found homes with icons like Nelson Mandela, Bill Gates, Oscar de la Renta, and Anna Wintour.
He launched striking advertising campaigns that mixed rustic and luxurious images, such as silks flowing from urns. He insisted on prominently showcasing his “Handmade in India” message alongside brands like Ralph Lauren and Valentino.
Ahuja supported weavers by funding workshops and encouraged independence among craftsman communities.
5. Expansion and Influence
SHYAM AHUJA became India’s first international luxury design house, with showrooms in major cities like New York, London, and Paris.
His influence went beyond product design. People like Sarita Handa remember working with Ahuja in the early ’80s and affectionately describe him as “far ahead of his time,” a mentor who fostered creative freedom and excellence.
6. Author and Chronicler of the Craft
Ahuja also wrote the definitive book, Dhurrie: Flatwoven Rugs of India, documenting the craft’s heritage and importance.
7. Legacy Lives On
After his passing around 2021, the iconic brand caught the interest of Jaipur Rugs. In 2025, Jaipur Rugs acquired Shyam Ahuja, which included its design archive and collection. They planned to revive the brand as a distinct, independent entity while honoring its essence.
Jaipur Rugs, a major social enterprise, shares Ahuja’s artisan-first philosophy and has the reach to sustain his vision globally.
Summary Snapshot
Phase Highlights
1968–1969 Rediscovery of dhurrie; first export success in NY
1970s–1990s Iconic designs, global showrooms, enduring brand-building
2000s–2021 Expanded legacy, wrote the dhurrie book, mentored future designers
2025 Onwards Brand acquisition by Jaipur Rugs; poised for revival with heritage intact
In summary, Shyam Ahuja was more than a designer; he was a cultural pioneer who brought Indian handloom to the world stage. His blend of humility, refinement, and unwavering belief in artisans continues to resonate. Under Jaipur Rugs’ leadership, his legacy is set for a vibrant new chapter.