What is a Hand-Knotted Rug, and How Is It Different from Everything Else? This is one of the most common questions I get. A hand-knotted rug is exactly what it sounds like – a rug built knot by knot, entirely by hand, on a loom. Every single knot is tied around the warp threads, locked […]
In the quiet corners of HōmAnAn, Understorey’s bespoke rugs take their place—not as floor coverings but as foundational layers. Woven by Jaipur’s master weavers and designed with intention, they anchor the space in story, texture, and time. This collaboration invites you to walk into a home where the ground itself speaks.
Sometimes sustainability isn’t a strategy.It’s a responsibility. When the 50% tariffs hit, the first thing I thought about wasn’t orders or margins.It was our weavers. For generations, they’ve stood by our family.They’ve kept our designs alive, our looms running, and our legacy intact.So when times get difficult, the least we can do is stand by […]
I know this might surprise some, but I’ve never really believed in the idea of “work–life balance.” It makes it sound like work and life sit on opposite sides of a scale.For me, they’ve always been part of the same world. When you grow up in a fourth-generation family business – literally living above the […]
The hardest part of leading a heritage craft business?Saying no to the wrong shortcuts. When you grow up in a family that’s been handcrafting rugs for over a century, you inherit not just a business – you inherit a standard. And upholding that standard isn’t easy in a world that rewards speed. Every few months, […]
The recent 50% tariffs imposed by the U.S. on Indian carpets have hit the entire industry hard. And while on paper it sounds like a trade or policy issue, in reality, it’s much more personal. It affects people.It affects livelihoods. Most manufacturers don’t work with margins anywhere close to 50%. When buyers can’t absorb that […]
AI and automation are changing every industry. Even in ours, there are machines today that can produce a “rug” in a few hours.They look almost perfect, cost a fraction, and ship fast. So why do we still spend months on a hand-knotted rug? Because perfection isn’t the same as value. A machine can replicate a […]
What makes a rug an heirloom? It’s a question I get asked often. And over time, I’ve realized — the answer has less to do with design, and more to do with discipline. An heirloom rug isn’t defined by how it looks.It’s defined by how it’s made, how it lasts, and who made it. Because […]
Nearly 70% of India’s hand-knotted rug weavers are women.(Source: GoodWeave International) And for most of them, weaving isn’t just work — it’s dignity, independence, and art intertwined. I’ve seen it first-hand across our weaving clusters. Women leading the loom floors with quiet focus and extraordinary skill.Their patience, precision, and discipline define the art form itself. […]
I made my first loom when I was in school.It was a project but it turned out to be a memory that stayed. Growing up, our home was right above the office at S.N. Kapoor Exports. Evenings meant running around the factory floor, playing cricket with staff, watching yarn being dyed and looms being set. […]
