How big is Bangladesh's local rug industry?
If we take a look into the local market for carpets or rugs, we realize that we have more potential than products.
The handful of talented artisans we have is indeed producing a lot of good jute products, but our carpet business is just not as industrialized as neighboring India.
There is a demand for carpets in Bangladesh, but since the supply is neither adequate nor diversified, there is a demand for import of a more varied range of carpets.
What kind of materials do Jaipur Rugs use to make their carpets?
Most of the carpets from Jaipur Rugs are made purely from wool or from a mixture of wool and viscose.
These materials are very comfortable and they have functional relevance to our homes as they are good at absorbing noise and creating a very calm interior ambiance.
Can there be any actual demand for such materials in such a hot climate?
Of course. The idea that woolen rugs are not suitable for hot climates is actually a misconception.
When we talk about urban spaces, in particular, we are talking about air-conditioned spaces as most homes and office spaces require air cooling systems.
Recent studies by a New Zealand-based research institute showed that wool rugs can cut down utility bills such as electricity by helping to maintain a room’s temperature.
So, if you are using an air cooling system in your space, adding a woolen rug or wool-viscose rug will give you an added benefit.
Additionally, our homes have many metals, glass, crystals, and iron materials that reflect sounds, causing a constant buzzing echo in the background.
Woolen carpets are excellent at cutting down this background static sound and delivering a sense of serene calm in private spaces like study rooms, bedrooms, etc.
How did you decide to collaborate, and why particularly Jaipur Rugs?
On a visit to Dubai Design week, I came across the beautiful designs showcased in the Jaipur Rugs stall.
While admiring the beauty of an exclusive collection of their rugs, I stumbled across Yogesh Chaudhary, who incidentally turned out to be the managing director of Jaipur Rugs.
Chatting with him about the different designs and themes of the displayed rugs, our conversation consequentially turned to the carpet and home décor industry in Bangladesh and India.
This conversation led to the ensuing of this exciting collaboration, and there the idea for this partnership emerged.
We saw a very good chance for the integration of design themes used in Jaipur Rugs and Isho, and so we started out with an exclusive collection in the month of Ramadan.
We are eagerly hoping to see how the collection works.
The next plan in line is to collaborate on more varied design themes.
Interestingly, through this partnership we have found a space to represent the commonalities and the subtle differences between the cultures of India and Bangladesh, so we are very excited about this bi-cultural project.
What is the “Freedom Maan Chaha” project?
Maan Chaha is a term in Hindi which translates to “what your heart wants”.
It is a collection where viewers design their carpets, so every new creation is completely unique to the identity of the weavers involved.
These carpets are very much an expression of the self.
Viewers can often feel the thoughts and story behind each rug, an experience that resembles that of art appreciation.
What’s even more interesting about this project is that it was introduced to 5 prisons in India where inmates designed their version of freedom in the carpets.
To relieve them from their mental aggressions, we present them with this opportunity, and it works out well for everyone.
This project is all about the higher purpose of providing people an outlet for creative exploration.
So is this story where the project originated from?
Yes. Under these projects, the design and making of these carpets took place in jail, and I will mention that the jail carpets are very popular, and also the value is very high.
The whole idea of these projects was to start making carpets in jail, so we integrated the whole Maan Chaha idea into those asylums, making them more unique.
We are looking forward to running this type of project in Bangladesh.
What is the market of the rugs and what is the comparison between India and Bangladesh?
The carpet industry in Bangladesh is growing. Since people are now spending more time in their homes, they are adding their tastes and flavors to personify the home décor.
So overall, as people are becoming more aware of the functions of carpeting their spaces, there is a growing appreciation for the riveting statement that a carpet can add to a room.
In India too, the market for carpets is expanding as carpets are becoming an essential part of private spaces.
Why are Jaipur rugs entering the market at this time?
We already have outlets in 60 destinations worldwide.
This is the first time we have joined the Bangladeshi market.
We have noted a good deal of interest from the Bangladeshi locals, and so we think that this is a good time to approach this market for introducing a new taste in the market.
Is Isho planning to enter India’s market in the future?
Yes, of course. We are planning to expand into the Indian market.
We are currently underway with an office in Bangalore, which is to start operations from this year or next year.
What is the future plan for Jaipur rugs in the Bangladesh market?
The plan is to take a bigger store here in Bangladesh where people can consistently get access to a broader range of choices for quality products.
Fahmia Islam Lira also contributed to this interview