The goal for Jaipur Living’s Asha Chaudhary is to protect the art of handmade rugs | Portrait

Current president and CEO of Jaipur Living, Asha Chaudhary, is the second generation of her family, along with her sister Archana and other siblings, to run the family business. Her father, N.K. Chaudhary started Jaipur Rugs in 1978 based on principles of dignity and fairness. Over the years, he created opportunities for more than 40,000 artisans, many from marginalized communities in India. Asha took over leadership of Jaipur Rugs‘ U.S. operations in 2008 and launched Jaipur Living to bring her father’s vision to the Americas. Under her guidance, the company has expanded its offerings to include pillows, poufs, and throws and has grown its presence with interior designers, retailers, and e-commerce partners. Asha said her mission is to preserve the art of hand-knotted rugs while creating beautiful lives for artisans, designers, and customers alike.

Your father NK started Jaipur Living in 1978, and you took over leadership of the company after moving to the U.S. in 2007 to scale the company globally. How have you worked to grow the company over the past two decades?

When I stepped into the leadership role, my goal was to honor the integrity of my father’s vision while expanding our impact. We focused on three core areas: expanding global distribution, investing in design innovation, and deepening our commitment to the artisans. Over the years, we’ve built a strong North American presence, grown our designer and retail network, and expanded our offerings beyond rugs to include décor. But what I’m most proud of is that we’ve never lost sight of our mission to empower people through craft.

Did you always want to work for the family company?

I think deep down, I always knew I would be part of it. Growing up, the business was more than just something my father did, it was woven into the fabric of our lives. I remember visiting villages, watching artisans work their looms with such precision and pride, and seeing the beautiful yarns transform into art. My father never said I had to join; he just led by example, showing me the power of love, dignity, and purpose in business. For me, stepping into that legacy wasn’t out of obligation; it was out of a genuine desire to carry it forward.

You work with your sister Archana. How has your sibling relationship influenced the way you lead or make decisions together in business?

I’m fortunate to work closely with my sister Archana, as well as my brother Nitesh and our siblings in India, Yogesh and Kavita. We each bring unique strengths to the table, which allows us to approach challenges from different perspectives. We don’t always agree on the path forward, but we’re always aligned on the destination. Our shared purpose—to honor our artisans and grow the legacy our father started—keeps us moving in the same direction.

The rug business tends to be very male-dominated. Have you had challenges as a woman in this industry?

I grew up in a household where there were no limits on what girls or boys could achieve. So, when I entered the industry, I didn’t see being one of the few women as a disadvantage—I saw it as an opportunity. Yes, I’ve been underestimated at times, but I’ve always used those moments to lead with clarity, purpose, and deliver results.

How would you describe your leadership style?

I lead with passion and purpose, and I thrive in collaborative environments. I believe the best ideas emerge when there’s room for open dialogue and thoughtful debate. Whether it’s a creative brainstorm or a strategic decision, I encourage diverse perspectives and deep listening at every level of the organization. For me, leadership is about empowering others, staying curious, and always being willing to learn.

How have the artisans who work for Jaipur Living helped to shape your company?

Artisans are the soul of Jaipur Living. Their hands shape our products, but their stories shape our purpose. Their skill, resilience, and creativity are the reason we’re able to scale with such integrity. They don’t just create rugs—they inspire the vision of everything we do.

What was the inspiration behind the Manchaha collection, and how has it been received?

Manchaha, which means “from the heart” in Hindi, began as an experiment in trusting the artisan’s voice. We provided leftover yarn, materials that would have otherwise gone to waste, and gave artisans complete creative freedom. With no design maps or boundaries, they wove their memories, culture, and imagination into each rug. What emerged was extraordinary: one-of-a-kind works of art, deeply personal and profoundly human. Manchaha has since won over 21 global awards, but its true impact is seen in the connection it creates. Each piece tells a story, offering a glimpse into the artisan’s life and spirit. Manchaha is a testament to the idea that the most beautiful design isn’t just seen. It’s felt. It symbolizes what Jaipur Living stands for: creativity, sustainability, and the power of human connection

What are you most proud of accomplishing?

I’m proud to have built on my father’s legacy while staying true to our values. From growing the business to deepening our social impact, we’ve made incredible progress. But in many ways, I feel like we’re just getting started. The best is yet to come.

Where do you see Jaipur Living in 20 years?

In 20 years, I see Jaipur Living as a global leader in soulful, sustainable design—still artisan-first, still rooted in purpose. I want us to be known not just for what we make, but for how we make it, with dignity, creativity, and care woven into every piece.

Fun questions:

Where did you grow up?

I grew up in Jaipur, India, a city that’s rich with history, craftsmanship, and color. It was the perfect backdrop to fall in love with design and tradition. Surrounded by artisans and watching my father build a business rooted in dignity and creativity, I gained a deep appreciation for the beauty of handmade work.

After high school, I moved to the U.S. to attend Emory University in Atlanta, where I studied business. That experience gave me a broader perspective and helped shape how I would eventually lead Jaipur Living’s expansion in North America. Even though I was halfway around the world, the mission and spirit of Jaipur were always with me.

How did you earn your first paycheck?

Grading calculus papers during my freshman year of college.

How do you unwind after a rough day?

Fresh air, time with my husband, son, and our dog. That always brings me back to the center.

What is your favorite food?

Anything my mom makes! She’s by far the best cook. Otherwise, I gravitate toward fresh, simple ingredients—and I have a serious weakness for great bread.

What are you currently reading or streaming? Do you have a favorite podcast?

I’m a big fan of How I Built This. I love hearing the real stories behind how brands came to be, often messy, inspiring, and full of grit.