How a luxury brand continue to preserve traditional techniques of carpet weaving

In the world of luxury home décor, few names evoke the same level of reverence as Obeetee. The brand’s story is one of passion and dedication, of skilled artisans pouring their hearts and souls into every hand-woven rug. From the finest materials to the intricate details, every aspect of an Obeetee carpet is an evidence of the brand’s continued pursuit of excellence. Obeetee’s commitment to sustainability and heritage has made it a leader in the industry, and its rugs remain the standard for discerning homeowners and designers alike. 

In an era of mass production and fleeting trends, the brand holds its ground as the oldest and the largest rug manufacturer in India with the nation’s most notable designer collaborations. The Proud to Be Indian (PTBI) collection features the works of prominent fashion designers including Tarun Tahiliani, Shantnu & Nikhil, Raghavendra Rathore, JJ Valaya, and Abraham & Thakore. In addition, the brand is set to launch their latest and perhaps the biggest collection in 2024. It will bring together top designers to create an exceptional collection showcasing India’s cultural heritage globally. (Left to right) Forest Hand-knotted Woollen And Silk Rug By Anita Dalmia; The Chroma Collection by Tissage.

The brand’s retail presence across major cities in India, including its latest store in Bengaluru, offers a glimpse into the world of luxury and fine finishing. With plans to expand to Pune and Ahmedabad in 2024, Obeetee is poised to cater to the growing demand for high-quality carpets and home décor. 

Beyond its commercial success, Obeetee has also made a significant impact on the preservation of traditional crafts. The Craft Stories project brings together artisans from across the country to revive traditional crafts, providing a platform for them to showcase their skills and sustain their craft. These designs will be given names and will be a part of the wide range of carpets and cushions that the brand offers. 

Under the leadership of visionary Rudra Chatterjee, chairman, Obeetee, and Angelique Dhama, president, Obeetee Retail, it has become a socially responsible and environmentally conscious brand, dedicated to preserving India’s cultural heritage. As the brand continues to evolve, its commitment to quality, craftsmanship, and legacy remains consistent like no other, making it a leader in the world hand-woven rugs.

All images: Obeetee

This article originally appeared in the Harper's Bazaar print June-July 2024 Issue. 

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