Jaipur Living Launches CallaLuxe: Solution-Dyed Acrylic Rugs Mimicking Wool

Jaipur Living has launched CallaLuxe, a new rug line crafted from solution-dyed acrylic that emulates the softness and color variations of wool while offering resistance to stains and fading. CEO Asha Chaudhary, who succeeded her father in leading the family business, emphasizes that the aim is not to alter the 2,500-year-old weaving tradition but to innovate the surrounding aspects to ensure its longevity. Established in 1978 with just nine artisans and two looms, Jaipur Living now collaborates with over 40,000 weavers, primarily in rural India. After more than two years of development, the collection meets design partners' needs for performance without compromising on aesthetics. The rugs are hand-knotted, handwoven, or hand-tufted by skilled artisans. Chaudhary envisions CallaLuxe as part of a broader evolution in the industry, merging beauty with durability.