Design-led Painterly Sophistication
‘Be it designer collaborations or stylish in-house collections, rugs from the company continue to appeal to the luxury rug buyer worldwide!’Ayush Choudhary
The year 2022 marks 40 years of rug excellence from the Jaipur-based rug firm Choudhary Exports. Established in 1982 by Vimal Choudhary, the company is now run by Vimal and his son Ayush, who have become well-known and respected for their beautifully crafted contemporary collections.
Hand-knotted using the finest natural materials, Choudhary products are a combination of cutting-edge designer collaborations and stylish in-house collections. All rugs are crafted in India using the Persian knot and utilise different constructions and blends of natural materials to create a sophisticated look and finish for each collection.
Particular highlights from the collaborative series are the refined aesthetic of the Chand LC by architect and designer Ashiesh Shah and the more expressive and glamorous Meraki by the avant-garde fashion designer duo Falguni Shane Peacock. In each case a sophisticated colour palette ensures that there is something for every discerning home owner.
‘Our emphasis is on sophisticated designs and finest quality materials and workmanship. Backed by a knowledgeable and professional team, the entire experience of working with our company is seamless and very organised.’Ayush Choudhary
For 2022, the focus moves to the impressive wool and silk hand-knotted Elemental collection by Mumbai-based architecture and design firm Studio PKA, which recently won the Best Flooring category in India’s Elle Decor International Design Awards. The collection is made up of the Terra Firma series and the Bombay Deco rugs, all expressing a confluence of art, architecture and culture.
The rugs are an investigation into tangible and intangible spaces. Inspired by Studio PKA’s design ethos and its physical location with the Art District of South Mumbai, the designs reflect art and architecture in compositions of balanced colour, tone and texture. In Terra Firma, Studio PKA has deconstructed elements of existing design projects, expressed as abstract landscapes that explore mountains, hills, plateaus and plains, all in a muted colour palette.
In contrast, the Bombay Deco line is an ode to the City of Dreams, it takes influence from the built-up city environment which is reflected in its bolder colour palette with pops of bright hue. The geometrical architectural shapes pay homage to the facades, silhouettes and memories of Art Deco cinema houses from Mumbai’s past.
More new rugs come from the creative Artsy and Enigma in-house collections. These painterly designs exude artistic sensibilities and are expressive works of art for the floor. There is also a new design in the more traditionally minded Viceroy collection—an elegant all-over design in gold and whites.
‘In 2022 the focus will continue to be on cutting-edge modern and contemporary designs. We will continue to work on new textures and materials as well. Customers have started traveling as things open up, and we hope that the shows also make a comeback in 2022, as the buzz and energy brings out the best for rug business.’Ayush Choudhary
For the latest in cutting-edge design and interior sophistication, Choudhary Exports are a company to keep an eye on. The Elemental collection has already been embraced by the design world.
Jaipur 302021, Rajasthan, INDIA
Phone: +91-141-2350736, 2350732