Since 1963, Shyam Ahuja has redefined the modern Indian dhurrie with an unwavering commitment to refined craftsmanship and uncompromising quality, he built a cult reputation that continues to inspire the world of textiles. Celebrated for “redefining colour in textiles”, Ahuja transformed the once-dying craft of dhurrie weaving into a global design language. His name today is synonymous with the modern Indian dhurrie.
The journey began in 1968, when Ahuja discovered the beauty of dhurries in a jail workshop in Rajasthan. What many overlooked, he envisioned as timeless. From facing rejection in international markets to winning his first export order from New York’s Rosecore Carpet Company, his perseverance brought the dhurrie back to life.
Partnering with master weavers near Varanasi, he launched his first design, “Cambay”—a piece that remains iconic decades later. Every creation since has carried forward his vision: color as the backbone, quality as the essence, and craftsmanship as the soul.
Shyam Ahuja is not just a name—it is the story of a craft revived, a tradition reimagined, and a legacy that continues to shape contemporary design.
Campaigns from Shyam Ahuja
A Mountain Top to Create A Wonderfully Imaginative Waterfall.
Shyam Ahuja had created luminous liquid with this silk for couch covers. The first time he presented the fabric, it rippled and sashayed down like a sparkling stream. And within this breath-taking ebb and flow, an idea was born! 70 to 80 meters of resplendent silk was unfolded down
The Take-Off For The Campaign.
The launch of the Pales in nineteen eight three in India was Shyam Ahuja's brain child. In that year of dark and vibrant fashion colours, he decided to move away in a daring new direction. Pales, being light colours, were not easy to maintain, thus not hot sellers, thus not everyone's domain. "But my collection is not for everyone" he said. And that line became
HE LIT HIS CIGAR ON HIS BILLION DOLLAR YACHT
"HE LIT HIS CIGAR ON HIS BILLION DOLLAR YACHT. AND ALL I COULD THINK OF WAS IF HIS SHYAM AHUJA CARPET WAS INSURED."
An ode to the master of colour!
The challenge here was to display multiple hues and shades in one single advertisement. The majestic British Raj staircase at the University of Mumbai seemed an apt setting to raise this idea to a higher plane. Each step was carefully enrobed to express a different colour and texture. Quite elevating!
This stunning photograph inspired the headline. Every ad produced represented a changing mood, a development,
One advertising expert commented on why there was no campaign link or theme running through, as per the rules of good advertising. He could not have been more right. Good advertising sticks to rules, great advertising scorns them, as expressed constantly by Shyam Ahuja in his briefing sessions to the team.
Here, the call was to create an ad that put a whole lot of fabrics.
a fashionable theatre in its heyday. The 'safas' (turbans) becamethe 'eminent people' populating this virtuoso piece of architecture that was meticulously refurbished for the shoot.An interesting anecdote...the turbans were actually tied on the heads of sporting volunteers before being carefully balanced on the seats. And there were so many to be tied...that one of the 'heads' actually dozed of midway!
Sure, the products are beautiful, loved and desired.
To present each to the viewer and grip him through the entire journey of advertising was the primary intoxication. And an ad never could be repeated again in the same media twice. So each time, it was a new product, a new setting. Even unexpected props like stone grinders were perfect tools for these area rugs.
It's a Dhurrie out there.
This image was created with a dhurrie that is mostly used as a runner in hotel corridors. The exceptional length of this form of dhurrie brought forth the idea of 'bridging the gap'. It was decided to execute the idea with absolute authenticity, rather than resort to post-production work. An actual rope bridge was created quite close to the catchment area of a waterfall and the dhurrie 'ran across' the entire length of the bridge. The resulting image was yet another Shyam Ahuja piece of communication that has stood the test of time.
How does one find ways to keep expressing the gossamer-fine textures and beauteous shades of Shyam Ahuja silks?.
How does one find ways to keep expressing the gossamer-fine textures and beauteous shades of Shyam Ahuja silks? Well, how about turning to Venus! An actual statue of the revered face of beauty was fabricated and a fine silk upholstery fabric was carefully stretched across it. A great upholstery fabric always takes the form of the cushion or chair...or face, that it is adorning. And here the fabric stars with aplomb on the countenance of the goddess of beauty.
Storm warning:strong easterly silks could blow you away.
A figment of imagination to tell you which way the wind is blowing...in which direction fashion is flowing. The ad was shot on a sun-kissed but extremely windy day at the Panchgani Plateau amidst the scenic Western Ghats of India. The wind socks were created, using actual Shyam Ahuja silk fabrics which were then hoisted onto poles and planted in huge drums. It was such a windy day, that one had to use huge piles of the locally available stones to hold the poles in place within the drums. These drums were then set up behind the grass line to give the impression of a seamless group of wind socks finely billowing in the breeze. Yet another Shyam Ahuja creative that created a flutter in the world of upholstery fabrics.
Happily Contributing to the Global Sizzle.
The recipe for the ad was created at an eatery in a village square,where local savouries like sev (pungent crispy noodle-like savoury) and bhajiyas (fried vegetables in gram-flour batter) are conjured up. Kindling the local ethnicity was very important to impart an authentic rustic flavour. In the early mornings of villages, local chefs get busy in concocting these aromatic, piquant delicaciesfor breakfast. We caught on to this tasty thread of thought emerging through the chaalni (a local sieve). In a manner of speaking,this also signified segregation, so that only the finest silks are allowed to emerge and reach you.