Asha Chaudhary’s journey with Jaipur Living is deeply rooted in both tradition and transformation. Growing up around the intricate artistry of hand-knotted rugs, Asha learned early on from her father, N.K. Chaudhary, who founded Jaipur Rugs with a vision to bring dignity, fairness, and love to an industry plagued by discrimination. His commitment to working with marginalized artisans, including those deemed “untouchables,” laid the foundation for India’s largest hand-knotted rug manufacturer, employing over 40,000 artisans. Chaudhary continues to lead Jaipur Living with the same values of empathy and perseverance that her father instilled.
Since moving to the U.S. in 1997, Chaudhary has expanded Jaipur Living’s presence in the home decor space, introducing a diverse product line and forming key partnerships with designers and retailers. As the founder of Enkay, a direct-to-consumer company, she bridges the gap between handmade artistry and the consumer world, ensuring the preservation of rug-making for future generations.
We sat down with Chaudhary, who shares how her upbringing shaped her leadership, and her mission to uplift artisans and educate the design community on the journey and craft behind each rug.
What’s the origin of Jaipur Living?
Jaipur Living began in 1978 with a simple but radical idea: that business could be a force for dignity, empowerment, and change. My father, N.K. Chaudhary, saw a broken system—one where artisans, particularly women, were exploited by middlemen and kept in cycles of poverty. Instead of following industry norms, he built a direct-to-artisan model, treating these skilled craftspeople as partners rather than laborers.
With just two looms and nine artisans in a small Indian village, he defied tradition, empowering marginalized communities and proving that human-centered business models can thrive at scale.
The philosophy, “Let goodness, fairness, and love prevail in business; profits will inevitably follow”—became the foundation of Jaipur Living. Today, we’re not just a rug company – we are a global lifestyle brand, blending timeless craftsmanship with modern design, vertical integration, and sustainable business practices.
Can you describe your experience as president and chief executive officer of Jaipur Living? Challenges? Moments of pride?
I grew up watching my father build Jaipur Living with purpose and love, surrounded by artisans who poured their stories into every rug. After studying business, I moved to the US in 2007 to scale Jaipur Living globally.
One of my biggest challenges was balancing rapid expansion with our core values. The rug industry was largely transactional, but I saw an opportunity to build a purpose-driven, high-growth brand that prioritizes both profitability and impact.
One of my proudest achievements is seeing our artisans evolve into entrepreneurs and award-winning designers. The launch of Manchaha, our artisan-designed collection, was a turning point—it transformed weavers from skilled workers into true artists. It proved that business can be a catalyst for human potential and that when you invest in people, creativity and innovation flourish naturally.
As you’ve scaled Jaipur Living, what are the non-negotiables you hold yourself and the brand accountable to?
As we’ve grown Jaipur Living, five core principles have guided our every decision and keeping us deeply connected to our values. First and foremost, we are a people-first company. Every choice we make centers around the well-being of our artisans, employees, and customers—prioritizing fair wages, empowerment, and opportunity at every level. Equally important is our commitment to preserving the craft. Jaipur Living exists because of the ancient art of rug making, and we are dedicated to preserving the 2,500-year-old tradition of hand-knotting. We treat our artisans as artists, not just workers, honoring their skills in all that we do.
Sustainability is another foundational pillar. From using GOTS-certified dyes to implementing waste reduction initiatives, we weave eco-conscious practices into every step of our production process. Our dedication to timeless design is unwavering. We strive for the highest standards, ensuring our products seamlessly blend heritage with modern aesthetics to create high-end, customizable, heirloom-quality pieces.
Finally, we operate with love over profit, always. We believe businesses built on integrity and purpose will always thrive in the long run. These guiding values influence not just our products, but our entire business model—from our direct-to-artisan supply chain to our impact-driven leadership.
There are many high-end rug brands on the market. What do you believe sets Jaipur Living apart from the others?
Jaipur Living is more than a rug company—it’s a movement. Unlike brands that outsource production, we own and manage our entire vertical supply chain, ensuring superior quality, ethical craftsmanship, and limitless customization. Our collections, designed by artisans, showcase an extraordinary range of styles, with Manchaha standing out as a testament to creativity. Through this initiative, artisans transform personal stories into one-of-a-kind rugs, each a unique masterpiece. More than just products, every Jaipur Living rug carries the heart and hands of its maker, turning luxury into living art with purpose. At our core, we redefine luxury by blending exceptional design with meaningful social impact.
Rug-making is often described as an art form. Can you walk us through what makes a handcrafted Jaipur Living rug special?
Every Jaipur Living rug is a masterpiece of skill, patience, and heritage. Some of our pieces take months to complete, containing over a million hand-knots, making them functional works of art.
What makes them truly special? The stories behind them. Our Manchaha collection allows artisans to design freely, weaving their inspirations into each rug—whether it’s a personal memory, nature, or cultural symbolism. This fusion of traditional techniques and personal expression creates one-of-a-kind pieces that are not just decorative but deeply meaningful.
Can you discuss the inspiration behind naming Marina Testino your Global Sustainability Ambassador?
Marina is a powerhouse in the sustainability space, making responsible fashion and design aspirational, not restrictive. Her vision aligns seamlessly with Jaipur Living’s mission to redefine conscious luxury.
By bringing her on, we are strengthening our efforts to educate consumers on sustainable craftsmanship, challenge industry norms, and inspire a new generation of conscious buyers.
How does Jaipur Living integrate sustainability into its production process?
Sustainability is woven into every aspect of our business. Our commitment begins with water conservation—our Effluent Treatment Plant (ETP) purifies all dye water before it is safely released. We’ve also embraced zero-waste innovation through our Manchaha collection, where artisans transform leftover yarn into one-of-a-kind designs. Every rug we produce meets the STANDARD 100 by OEKO-TEX®, guaranteeing the use of safe, certified materials and zero harmful chemicals. Looking ahead, we are actively working toward carbon neutrality—an essential pillar of our future-focused business model. For us, sustainability isn’t just about minimizing impact; it’s about preserving the art of handmade craftsmanship for generations to come.
Consumers today demand more than just products—they seek stories, ethics, and human connection. Brands that stand for something bigger than profit will be the ones that endure.
What’s next for Jaipur Living?
Expect more artisan-driven collections, sustainability innovations, and global expansion. We’re not just making rugs—we’re shaping the future of conscious design.