Shivam Arora, The Carpet Affair
Shivam Arora’s story begins in Bhadohi, India’s legendary carpet capital, where the rhythm of looms and the poetry of weaving patterns became the soundtrack to his childhood. Born into a family with 47 years of deep rooted experience in the rug industry, the world of design became second nature to Shivam.
His formative years at The Scindia School, followed by business studies at Narsee Monjee Institute of Management Studies (NMIMS), equipped him with a unique dual perspective: the artistic sensibility of someone raised among master weavers and the strategic mindset of a modern entrepreneur. This combination proved essential in his mission to bridge the gap between traditional Indian carpet-making and contemporary design sensibilities.
In 2023, Shivam launched The Carpet Affair, a brand born from a simple yet powerful conviction—that carpets in modern homes shouldn’t just fill spaces, they should transform them. The brand represents a bold departure from conventional rug design, positioning itself as a “design-first vertical” that refuses to be confined by industry norms or traditional expectations.
What makes The Carpet Affair distinctive is its embrace of imperfection as a design principle. While the carpet industry has long celebrated symmetry and predictable patterns, Shivam’s brand champions asymmetry, irregular shapes, and raw edges. Each piece is conceived as “walkable art”—functional sculptures that ground a space while elevating its aesthetic narrative. The brand’s design language draws inspiration from travel experiences, natural forms, and personal memories, creating pieces that feel both globally informed and intimately personal. The brand’s approach to storytelling is equally distinctive. Every rug represents a journey that begins in remote artisan clusters, where traditional techniques are honored and preserved, and culminates in contemporary homes where these pieces become focal points of modern living. This narrative arc—from heritage craft to contemporary statement—embodies Shivam’s vision of design that respects the past while boldly embracing the future.
The Carpet Affair operates as a subsidiary of AWSM, leveraging over 45 years of industry expertise and established relationships with master craftspeople. This connection to AWSM provides the brand with access to carefully crafted in-house yarn blends that have earned recognition from major international retailers, including collaborations with IKEA. This foundation allows The Carpet Affair to maintain exceptional quality standards while pushing creative boundaries. Since its launch, the brand has quickly established itself as a distinctive voice in India’s design landscape. The brand’s growing collaborations and expanding retail presence reflect a market ready for design that challenges conventions while maintaining deep cultural roots.
In this compelling conversation as part of DTalks, Shivam Arora opens up about his journey as a designer and entrepreneur.
Q. How would you describe your signature design aesthetic, and how has it evolved while working in India?
Shivam Arora: My signature design aesthetic centers around irregular-shaped rugs — pieces that defy the typical rectangular or circular norms. I focus on shapes that feel intuitive, organic, and sculptural. The idea is to treat rugs not as décor accessories, but as art pieces that can anchor a space. Over time, I’ve seen how Indian homes — once rigid in their design choices — are now becoming more experimental, which has only emboldened us further. My evolution lies in becoming more confident with pushing boundaries — be it with form, color, or texture.
Bespoke carpet for designer Punit Balana, Image Courtesy: The Carpet Affair
Q. What influences and inspires your current work? Could you share some movements,designers, or elements of Indian culture that have shaped your practice?
Shivam Arora: Inspiration is everywhere — from architecture and landscapes to pop culture and traditions. One of our most exciting collections, Postcards from Japan, was directly inspired by my fascination with Japanese design philosophy — minimalism, Wabi-Sabi, and the poetry of everyday life. At the same time, we’re deeply rooted in our own surroundings — Rajasthan’s earth tones, the irregularity of desert dunes, and the chaos of everyday Indian life all find their way into our rugs. Our Noor collection is a tribute to that heritage, blending time-honored motifs with contemporary silhouettes. It draws inspiration from the geometry and symbolism found in traditional Indian architecture and textile design. With Noor, we wanted to bring back the richness of classic patterns but reimagine them through a modern lens.
Q. Could you walk us through your creative process? How do you move from initial concept to final execution?
Shivam Arora: Our process begins with design — a phase that combines intuition, storytelling, and moodboarding. Our in-house designer creates artworks that are either hand-drawn or digitally rendered. Once the design is finalized, we move into translating it onto a canvas, a tracing step that guides our weavers. From there, it’s all about skilled craftsmanship — we work closely with artisans who interpret these designs through age-old techniques like tufting, knotting, or weaving. Sampling allows us to test textures, finishes, and proportions before going into full production.
Q. Your work often involves collaborations with artisans and other creatives. What draws you to these partnerships, and how do these collaborations enrich your design practice?
Shivam Arora: Our brand thrives on collaboration — it’s the foundation of everything we create. Working with artisans is not just about preserving craftsmanship; it’s about building trust and co-creating narratives. Each artisan brings their own rhythm and interpretation to our designs, which adds depth and soul to every piece. We also collaborate with creatives across disciplines — stylists, architects, and interior designers — because we believe our rugs come alive in the context of spaces and stories. These partnerships push us to experiment, evolve, and build a product that feels genuinely layered.
Q. Looking back at your portfolio, which project represents a significant turning point in your career, and among your recent works, what project are you most proud of and why?
Shivam Arora: The real turning point in my journey began back in college. We were asked to pick an industry for a project, and while most people chose fashion or tech, I picked carpets — almost instinctively. What was meant to be a 5-day research visit turned into a 15-day deep dive at one of the largest carpet factories. I wasn’t just observing the process — I was absorbing a world: the rhythm of looms, the craft in every knot, the quiet pride in the artisans’ hands. That experience lit a fire I didn’t see coming. It transformed carpets from a research topic into a lifelong pursuit. That factory floor became my foundation. One project I’m particularly proud of recently is our collaboration with AD Studio for the Motley House. We created a large-scale textile wall art piece specifically for the space — it was bold, experimental, and unlike anything we had done before. Seeing how it transformed the room and resonated with the client was incredibly rewarding. But more than that, it sparked something bigger — it gave us the idea to explore wall carpets as a category. It’s exciting when a single project opens the door to a whole new design direction.
Q. What unique challenges and opportunities have you encountered as an emerging designer in the Indian design industry, and how are you working to overcome these obstacles?
Shivam Arora: One of the biggest challenges has been scale. Handcrafted rugs — especially the kind we design at The Carpet Affair — require time, precision, and immense manual skill. But in an industry driven by fast trends and mass production, the expectation for speed often clashes with the integrity of the craft. We’ve had to actively educate our buyers and collaborators about the depth of the process — from ideation and sampling to weaving and finishing. But that’s also where India becomes our greatest strength. It offers a vast, untapped landscape of artisanal knowledge, raw materials, and cultural richness that very few places in the world can match. It’s a dream for any designer who values story, soul, and substance. The key is finding that balance — staying true to the slow, intentional process of making while building systems that allow us to scale without compromise.
Q. How do you approach sustainability and eco-friendly practices in your designs, particularly considering India’s traditional wisdom and contemporary environmental challenges?
Shivam Arora: Sustainability is a core value for me — not just a trend. One of the ways we’re embedding this into our work is through the use of PET yarn, made from recycled plastic. This not only reduces waste but also creates durable rugs suitable for both indoor and outdoor use.
Beyond materials, we also focus on conscious production cycles, limited batches, and
working with artisans in their native environments, which supports traditional economies and reduces carbon footprint from logistics. Furthermore, we have installed an Effluent treatment plant in our factory to treat the wastewater and make it reusable for our process.
Q. What’s your most exciting recent design or art discovery that’s influencing your current thinking?
Shivam Arora: Recently, I came across the work of Elle Collins — an artist who creates intricate knotted wall art. The way she transforms yarn into textured sculptures through knotting has been a huge influence. It opened our eyes to new forms of expression using the same medium we’re familiar with — yarn. We’re currently exploring how similar tactile techniques could translate into floor and wall pieces, blending functionality with statement artistry.
Q. How do you build visibility and reach out to potential clients – what platforms and strategies have worked best for you?
Shivam Arora: We’re building visibility through a mix of carefully curated strategies. Collaborations with interior designers, stylists, and boutique luxury stores across India have helped us reach the right audience — people who value thoughtful design and craftsmanship. Features in publications like Good Homes India, Elle Decor, and Home Publication have added both credibility and wider reach. We’re also investing deeply in visual storytelling — from curated outdoor campaign shoots to compelling narratives on social media that show our rugs as more than décor pieces. For our upcoming collection, we’re planning an immersive campaign that explores how rugs interact with open, lived-in spaces — moving beyond perfectly styled homes into real, emotional environments. We’re also gearing up to exhibit at leading design shows like India Design and similar platforms, to connect with design-forward communities and push our work into new, exciting territories.
Q. From your experience, what are the crucial dos and don’ts for young designers trying to establish themselves in India, and what professional forums or communities would you recommend they join?
Shivam Arora: Do trust your voice and stay consistent with your vision — the market responds to originality.
Do invest in storytelling — visuals and words together can build a lasting brand. Don’t get swayed by trends too easily or overdesign to impress — clarity always wins. As for forums, platforms like India Design Forum, ELLE DECOR India, and even trade shows like India Design ID or D/code are excellent to connect with peers and gain visibility. Also, building a strong presence on Instagram and LinkedIn can open up direct client and media opportunities.
Q. As you look ahead, what kind of projects or directions would you like to explore?
Shivam Arora: I’m really keen on exploring co-creation with like-minded designers. The idea is to curate limited-edition collections that feel like one-of-a-kind art installations. We want to create pieces that are both personal and universal — that could fit into a gallery as much as a living room. This includes more sculptural forms, combining wall and floor pieces, and creating rugs for bespoke interior projects that blur the lines between design and storytelling.
Q. For aspiring designers looking to make their mark in India’s design landscape, what wisdom would you share from your journey?
Shivam Arora: Start small, but stay bold. The Indian design industry has room for originality, but it also tests patience. It’s important to know your product inside out, have a clear aesthetic, and build relationships in the design and retail space. Consistency, authenticity, and grit go a long way. Also, never underestimate the power of storytelling — people don’t just buy products, they buy emotions and ideas.
Featuring Image Courtesy: The Carpet Affair
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