In the heart of Rajasthan, where every thread tells a story, Saraswati Rugs has quietly shaped a legacy of design, craftsmanship and empowerment since 1978.
The journey began with a simple idea: if one loom could support a family, then thousands could uplift entire communities.
Over the years, this idea took the shape of a vision that now connects over 10,000 artisans across India, crafting hand-knotted rugs for homes around the world.
What makes Saraswati Rugs stand apart is how seamlessly the brand brings heritage into modern living. Their rugs carry the essence of traditional craftsmanship while blending effortlessly into global homes, from contemporary city lofts to warm, minimalist interiors. With each design, there’s an emotional narrative, an artisan’s touch, a designer’s intuition, and a family’s livelihood intricately knotted together.
From over 2,250 looms across India to a presence in 57 countries and even their own warehouse in the U.S., Saraswati Rugs has grown with purpose. Yet at its core, it remains rooted in people, processes and a deep respect for handloom heritage.
A Conversation in Threads and Time
Let’s find out from the mastermind himself what the early days of building Saraswati Rugs were like.
Mr. Mahesh K. Chaudhary: “It began with curiosity. There was a government carpet training centre near my village, and I explored it. That one step opened the door to an entire ecosystem of skills, opportunities, and cultural wealth. As we expanded across Gujarat and Rajasthan, I realised we were doing more than making carpets; we were creating livelihoods, especially for people who didn’t have many. When I saw young boys and girls working on looms and later sending their siblings to school, I knew this was a path worth continuing.”
With so many artisans across rural India, how do you maintain such high quality?
It has always been about trust and systems. Long before mobile phones, we installed wireless towers across our loom belts in Gujarat. This helped us stay in touch with loom clusters and ensure quality, even in remote areas. We have Area Managers who oversee 25 looms. Over time, we’ve built our own yarn-spinning units, dyeing facilities, and finishing units. It’s a fully self-sufficient ecosystem, and that gives us control over quality at every stage.
What kind of home do you imagine when you design a Saraswati Rug?
Every rug we create is meant to live with people, not just lie on the floor. We think of warm corners in homes where laughter echoes, spaces where every detail matters. Our design process begins with trend research, colour palettes, fabric forecasts and lifestyle moods. My daughter, Preeti, leads the design department, working with Indian and global collaborators. Together, they create patterns that range from soft, meditative neutrals to bold, modern graphics, each telling a different story.
How do you see your role today, as a business leader or as a custodian of tradition?
Both, actually. Running a business means being practical, but leading a handloom enterprise is also deeply emotional. Our artisans are not workers; they are collaborators. We created the Saraswatii Foundation to support them beyond the loom, with scholarships, healthcare, education for their children and even personal assistance when needed. When one of them builds a home or sends their child to college, that’s the real reward.
Living With Purpose, Designing With Soul
Saraswati Rugs crafts more than 500 unique designs using natural fibres like wool, silk, viscose, and cotton. These rugs are known to last decades, ageing beautifully with time, just like the memories they gather. Depending on the size and complexity, a single rug can take 9 weeks to 9 months to complete. The deeper the weave, the finer the story.
Through its initiatives like Better Life and Nurturing Dreams, the company has also built schools, offered scholarships and enabled self-employment. This is where design meets dignity, where rugs are symbols of aesthetic value and economic change.
Today, from boutique interiors in Paris to family homes in Jaipur, Saraswati Rugs continues to create grounded luxury, handmade in India, admired across the world. True to its name, an homage to the founder’s mother and the goddess of wisdom, Saraswati is more than a brand. It is a way of life, a celebration of Indian craft, and a journey in progress.
