03 / 02 / 2023

Spotlight: India’s master artisans and their rug crafting techniques

For over forty years we have been honoured to partner with specialist rug makers in countries across the globe. As a large number of our rugs are made by hand in India, we wanted to showcase the regions where our talented craftspeople are based, and the history behind this beautiful artisan tradition, which has been lovingly handed down for generations.


Dating back all the way to the 16th century, Bhadohi is the largest rug manufacturing district in India. Famous for its hand-knotted technique and rising in popularity after India’s independence in 1947, Bhadohi was given the official title of ‘Carpet City’ for its exciting creations.
Bhadohi’s rugs are beautifully hand crafted from cotton or silk with a wool pile and can come in a variety of colours and designs, but many take inspiration from Persian style designs. The unique method of knot by knot used in this rug making technique, creates beautiful and intricate designs that became renowned in the rug and carpet industry, and remain so to this day.


‘The City of Weavers’, also known as Panipat, is a distinct location associated with quality weaves with the most beautiful textiles, to create rugs that are cherished across the world. With thousands of weavers carefully handcrafting often intricate and time-consuming rug designs, this tradition of hand-weaving has been around for centuries and has been passed down from generation to generation. The methods used by these artisans include hand loom, pit loom (meaning a loom that uses pedals to operate) and can sometimes be machine made. These artisans take pride in every rug they create, often spending up to four weeks carefully hand crafting the rugs; using precision and years of experience at every step.


Within the port city of Kochi, India, there is a town called Cherthala, where they produce machine woven jute rugs. Jute rugs were created in India and have been a hugely popular product ever since. Rugs that are made from the durable, natural fibre jute, are loved for their intricate and captivating designs through thick bold weaves. They also come in natural and neutral base colours making them a versatile centrepiece for any room which adds to their appeal.
One of our favourite rugs handcrafted in India this season is the Medina Jute rug. This durable rug not only brings a distinct rustic texture and feel to a room, but its combination of cool ivory and natural colours also refreshes a living space. You can enjoy this rug in your home knowing it has been handcrafted with care and craftsmanship dating back centuries.

Supporting communities

At Flair, we are committed to supporting craftspeople and their communities, to help keep the beautiful traditions and expertise of rug making alive. Flair’s Indian office was established in Uttar Pradesh in 2005 with a dedicated team to support our partnerships with producers around India, whose creations are loved by us and our customers around the world.
We also aim to support the communities in which we live and work through our charity, the Flair Foundation. Our fundraising has helped build schools in India and other locations across the globe.

Explore our catalogue here.
Find out more about the Flair Foundation here.

Get in touch

Have a question or want to find out more about
our rugs or services?

Email: [email protected]

Telephone: UK 03300 539 197    EU +44 3300 539197

Hours: Monday – Friday 8:30AM – 5PM CET