Blending contemporary design sensibilities with centuries-old weaving traditions, Cocoon Fine Rugs has become one of India’s most distinguished names in handcrafted carpets. Founded in 2009 by Ayush Choudhary, the brand celebrates the artistry of hand-knotting while infusing it with the discipline of modern design.
A Vision Born from Heritage
Growing up in Rajasthan, Ayush Choudhary was surrounded by the world of carpets — dye vats, skeins of wool, and the rhythmic sound of looms. After studying design abroad, he returned to India with a mission: to create a studio that would bring contemporary design thinking to India’s ancient craft traditions.
“Cocoon began as an idea to merge design precision with the intuitive craftsmanship of India’s master weavers,” Choudhary explains. “Every rug tells a story of process, patience, and purpose.”
The brand works closely with artisans in Rajasthan and Gujarat, communities renowned for their hand-knotting skills passed down through generations. Each rug begins as a conceptual study — influenced by art, geometry, or architecture — before being meticulously translated onto the loom. The materials, including highland wool, silk, and blended fibres, are chosen for their texture, durability, and tonal depth. Through small-batch dyeing, subtle colour variations emerge, ensuring that every rug carries a unique surface character.
The Evolution of a Contemporary Indian Brand
In 2018, Smriti Choudhary joined Cocoon as Marketing and Creative Director, helping refine the brand’s visual language and broaden its reach within India’s growing design community. Under her guidance, Cocoon began collaborating with leading architects and designers such as Rooshad Shroff, JJ Valaya, Ashiesh Shah, and Puran Kumar — each partnership adding a new dimension to the brand’s narrative.
- Rooshad Shroff’s “Tessellation” introduced sculptural modernism through intricate geometric arrangements.
- JJ Valaya’s “Isfahan” explored regal Indian ornamentation and pattern work.
- Ashiesh Shah’s “Chand LC” embraced controlled geometry and minimal form.
These collaborations helped Cocoon transition seamlessly between minimalist and ornate aesthetics, reflecting the brand’s ability to innovate while maintaining coherence and craftsmanship.
Two Collections, One Philosophy
Cocoon’s creations are organised into two main lines:
- Cocoon Luxe – bespoke, collectible rugs that take several months to complete, hand-knotted from the finest natural materials.
- Cocoon Pret – accessible yet refined designs that translate the same artisanal depth into lighter, contemporary pieces for modern interiors.
In both, attention to process, longevity, and material integrity defines the brand’s ethos. From yarn sourcing to finishing, every detail reflects a commitment to excellence and authenticity.
Sustainability and Social Responsibility
For Cocoon, sustainability is not a trend but a practice. The studio upholds fair labour standards, nurtures long-term partnerships with weaving communities, and uses environmentally responsible materials and methods. Each rug undergoes multiple quality checks to ensure knot consistency, colour fastness, and finish perfection.
Galleries Reflecting Calm and Craft
With flagship galleries in Mumbai, Delhi, Bengaluru, Hyderabad, and Jaipur, Cocoon curates serene, open spaces that allow visitors to engage with each rug up close. The displays encourage touch and observation — revealing the fine details, textures, and irregularities that distinguish handcrafted work.
Fifteen years after its founding, Cocoon Fine Rugs continues to define a modern Indian aesthetic rooted in craftsmanship, balancing innovation with integrity — and proving that true luxury lies in the harmony between design and tradition.
