• News
  • Columns
  • Interviews
  • BW Communities
  • Events
  • BW TV
  • Subscribe to Print
BW Businessworld

Gauri Khan Launches Tattvam for Jaipur Rugs at Maison&Objet,

Paris January 2018

(Attn.editors: The following press release comes to you under an arrangement with NewsVoir.PTI takes no editorial responsibility for the same).

Gauri Khan Launches Tattvam for Jaipur Rugs at Maison&Objet, Paris January 2018

Gauri Khan and Jaipur Rugs launch together Tattvam, an exquisite blend of rustic simplicity and urban elegance

New Delhi, Delhi, India (NewsVoir) Launched at Maison&Objet, Paris, on January 20, 2018 the Gauri Khan Collection for Jaipur Rugs was created to reflect the multitude of traditions, shapes, and colors found throughout rural India.

The line reflects the consequences of adding urban design attitudes to an old-world way of life. Rugs in the collection focus on the ornate but humble beauty in the day-to-day objects and lifestyle of rural villagers leading to each design having its own, more specific story.

Speaking about the launch, Yogesh Chaudhary, Director, Jaipur Rugs said, - "The rawness in rural India is flawlessly simple. From dung adorning walls to hand-painted 'aangans' (courtyard), rustic designs hold a unique charm. This heritage deserves a global audience. Our collaboration with Gauri Khan is in-line with the same thought. With the launch of 'Tattvam', we aim to communicate the fusion of simple design inspirations and modern urbanity through hand-knotted rugs. Working together on 'Tattvam' has been a delight for us and our artisans."

This collection blurs the barriers between urban luxury and the charming simplicity of village life. Colors and shapes as individual pieces are uncomplicated enough that they are part of the earliest lessons a child learns. However, combining the two with the beautiful, natural decay that time adds to everything, leads to larger-than-life imagery that is rich, both in heritage and texture.

"I was fascinated to note that these rugs were mostly created by women weavers. It is these women weavers who have managed to keep the tradition and this dying art still alive. To do a collection "made in India" which I have designed and which is woven by these women is a real honour for me. It's all about creativity, design and colours! And of course, women empowerment! I would like to do more to bring traditional Indian craft to the fore internationally" mentioned Gauri Khan at the launch.

The collection will be exclusively available for pre-booking at

About Jaipur Rugs

Jaipur Rugs is the story of thousands of empowered weavers thanks to the will of a unique person NK Chaudhary, 40 years ago. Integrating current designs with the sustenance of poor communities, Jaipur Rugs brings weaver's art directly to homes and delivers not just a carpet but the blessings of a family. Jaipur Rugs works with close to 40,000 artisans in 600 villages in India, providing families with sustainable livelihood at their door steps. Jaipur Rugs offers a curated line-up of contemporary to transitional and eclectic carpets handmade in rural India. Each of our rug passes through 180 hands, perfecting the timeless art of handmade rugs. Jaipur Rugs continue to work with over 2500 women yarn spinners from Bikaner to spin yarn on a rudimentary 'charkha', consciously choosing not to replace hundreds of hand-spinning jobs with machines. The designs are grounded with the understanding of living spaces and intelligent functionality. A Jaipur Rugs consumer not only owns a piece of art that they can walk on, but also get connected with the emotions of the weavers imbued in each knot.

Image 1: (L-R) Kavita Chaudhary - Design Director at Jaipur Rugs, Gauri Khan, Yogesh Chaudhary - Director at Jaipur Rugs

Image 2: Gauri Khan launches Tattvam collection for Jaipur Rugs in Maison&Objet, Paris NewsVoir DL

Disclaimer: This story has not been edited by BW staff and is auto-generated from a syndicated feed.

Tags assigned to this article:

Top themes and market attention on: