Category: HOME TEXTILES
Country: India
Region: Asia Pacific
Anne Flynn Wear
Assistant Managing Editor
10th June, 2025.
Acworth, Ga. — President and CEO of Jaipur Living Asha Chaudhary is the second generation of her family, along with her sister Archana and other siblings, to run the family business.
Her father, N.K. Chaudhary, started Jaipur Rugs in 1978 based on principles of dignity and fairness. Over the years, he created opportunities for more than 40,000 artisans, many from marginalized communities in India. Asha took over leadership of Jaipur Rugs’ U.S. operations in 2008 and launched Jaipur Living to bring her father’s vision to the Americas.
Under her guidance, the company has expanded its offerings to include pillows, poufs and throws and has grown its presence with interior designers, retailers and e-commerce partners. Asha said her mission is to preserve the art of hand-knotted rugs while creating beautiful lives for artisans, designers and customers alike.
How have you worked to grow the company over the past two decades?
When I stepped into the leadership role, my goal was to honor the integrity of my father’s vision while expanding our impact. We focused on three core areas: expanding global distribution, investing in design innovation, and deepening our commitment to the artisans.
Over the years, we’ve built a strong North American presence, grown our designer and retail network, and expanded our offerings beyond rugs to include décor. But what I’m most proud of is that we’ve never lost sight of our mission to empower people through craft.
Did you always want to work for the family company?
I think deep down, I always knew I would be part of it. Growing up, the business was more than just something my father did; it was woven into the fabric of our lives. I remember visiting villages, watching artisans work their looms with such precision and pride, and seeing the beautiful yarns transform into art.
My father never said I had to join; he just led by example, showing me the power of love, dignity and purpose in business. For me, stepping into that legacy wasn’t out of obligation; it was out of a genuine desire to carry it forward.
You work with your sister Archana. How has your sibling relationship influenced the way you lead or make decisions together in business?
I’m fortunate to work closely with my sister Archana, as well as my brother Nitesh and our siblings in India, Yogesh and Kavita. We each bring unique strengths to the table, which allows us to approach challenges from different perspectives. We don’t always agree on the path forward, but we’re always aligned on the destination. Our shared purpose — to honor our artisans and grow the legacy our father started — keeps us moving in the same direction.
The rug business tends to be very male-dominated. Have you had challenges as a woman in this industry?
I grew up in a household where there were no limits on what girls or boys could achieve. So, when I entered the industry, I didn’t see being one of the few women as a disadvantage. I saw it as an opportunity. Yes, I’ve been underestimated at times, but I’ve always used those moments to lead with clarity, purpose, and deliver results.
How would you describe your leadership style?
I lead with passion and purpose, and I thrive in collaborative environments. I believe the best ideas emerge when there’s room for open dialogue and thoughtful debate. Whether it’s a creative brainstorm or a strategic decision, I encourage diverse perspectives and deep listening at every level of the organization. For me, leadership is about empowering others, staying curious and always being willing to learn.
How have the artisans who work for Jaipur Living helped to shape your company?
Artisans are the soul of Jaipur Living. Their hands shape our products, but their stories shape our purpose. Their skill, resilience and creativity are the reason we’re able to scale with such integrity. They don’t just create rugs; they inspire the vision of everything we do.
What was the inspiration behind the Manchaha collection, and how has it been received?
Manchaha, which means “from the heart” in Hindi, began as an experiment in trusting the artisan’s voice. We provided leftover yarn, materials that would have otherwise gone to waste, and gave artisans complete creative freedom.
With no design maps or boundaries, they wove their memories, culture and imagination into each rug. What emerged was extraordinary: one-of-a-kind works of art, deeply personal and profoundly human.
Manchaha has since won more than 21 global awards, but its true impact is seen in the connection it creates. Each piece tells a story, offering a glimpse into the artisan’s life and spirit. Manchaha is a testament to the idea that the most beautiful design isn’t just seen. It’s felt. It symbolizes what Jaipur Living stands for: creativity, sustainability and the power of human connection.
Courtesy: hometextilestoday.com
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