There is a distinct magic in the way a home tells a story. For decades, the global interior landscape viewed Indian craftsmanship through a very narrow, exoticized lens - celebrating our raw materials while often overlooking our conceptual authorship. Craft was historically filed away as a relic of the past rather than a living, breathing force in modern luxury. But over recent years, a quiet, breathtaking renaissance has unfolded. Indian artists, couturiers, and visionaries have stepped onto the global stage, fundamentally redefining what contemporary luxury looks, feels, and breathes like. This global ascent is a powerful narrative reclamation. We belong to a culture with an unbroken, living archive of textile history - where master techniques like hand-knotting, block printing, and intricate embroidery are passed down through generations. This creates a depth of soul that fast, machine-made decor can never hope to replicate.
Recognizing this immense cultural wealth, Obeetee’s visionary "Proud to Be Indian" (PTBI) collection emerged as a bridge between high fashion and heirloom floor art. By inviting India’s most celebrated design houses to translate their iconic runway sensibilities onto the canvas of a rug, Obeetee has transformed domestic spaces across the world. They have proven that Indian design is not just a regional aesthetic, but a universal standard of timeless elegance. Stepping into a room anchored by these pieces feels less like decorating and more like curating a legacy. Let’s take a closer look at the iconic visionaries who made Indian design a global lifestyle movement.
Tarun Tahiliani: The Poetry of Understated Opulence
When we think of modern Indian couture, Tarun Tahiliani is a name that instantly evokes grace and architectural fluidity. Known for an aesthetic of inspired reinvention, Tahiliani leads his Obeetee series with his signature understated opulence. His three distinct rug collections are a masterclass in texture and heritage, reflecting the nuanced, delicate beauty of Lucknowi Chikankari, the narrative depth of Indian Miniature Paintings, and the bold, expressive strokes of his original abstract art. For a lifestyle space, rolling out one of his hand-woven masterpieces brings an effortless sophistication - turning the floor into a narrative canvas that honors indigenous craft while speaking a thoroughly contemporary language.
Abraham & Thakore: Textiles as Living Memory
Few design houses understand the intimate poetry of everyday living quite like Abraham & Thakore. Celebrated for their minimalist yet deeply rooted approach, they approach their PTBI collection through a deeply personal lens - an exploration of memory woven directly into fabric. By experimenting with traditional techniques like Bandhani, Ikat, block prints, and calligraphy, their collection becomes a heartfelt homage to the handmade, the handcrafted, and the hand-woven. In a modern home, an Abraham & Thakore rug acts as a tactile reminder of the beauty that lives in honest craftsmanship and authentic heritage, offering a grounded, lived-in warmth to any room.
JJ Valaya: The Royal Tapestry of Mirzapur and Benares
The relationship between Obeetee and JJ Valaya is nothing short of legendary, giving birth to two distinct yet deeply intertwined creative narratives. Valaya brings his opulent, regal vision to life through a breathtaking line of magnificent carpets inspired by the intricate geometry of The Jamawar Shawl. But the collaboration goes beyond the loom: it also features a striking series of candid fine art images capturing the raw, soulful magnificence of Mirzapur and Benares - the historic heartlands where these carpets come to life. Incorporating Valaya's work into your interior is a celebration of grandeur, bridging heritage textiles with evocative visual art.
Raghavendra Rathore: Aristocratic Lineage and Imperial Geometry
Rooted in the majestic desert landscape of Rajasthan, Raghavendra Rathore brings an air of royal refinement to the world of fine interiors. As a member of the royal family of Jodhpur, the distinguished designer explores motifs, colors, and patterns that are deeply emblematic of his aristocratic lineage. These handmade rugs draw inspiration from traditional elements like the Jodhpur gaadi masand, striking Rajasthan architecture, and the iconic Jodhpur Coat of Arms. For a sophisticated study, library, or formal living room, Rathore’s collection holds up a canvas of imperial influences and rich textile wisdom that is fundamentally intrinsic to India's design soul.
Shantanu & Nikhil: Regimental Pride and Modern Power
Renowned for their powerful, structured approach to fashion, Shantanu & Nikhil bring their iconic couture emblems into the realm of knots and weaves. Their limited-edition collection for Obeetee explores the evolution of the modern Indian identity through three striking sub-themes: Independence, Regimental Regalia, and The India-Proud Story. For a contemporary, chic urban apartment or a bold loft space, these rugs introduce a commanding architectural presence. They are pieces that celebrate strength, progress, and a proud, uncompromised design narrative.
Where Design Meets Legacy
Emerged from our vision to bring India’s leading designers and their distinct sensibilities to the world of fine rugs, Proud to Be Indian (PTBI) is a tribute to craftsmanship, creativity, and couture. It is a collection that fuses the powerful, diverse voices of India’s most celebrated designers with the unmatched artistry of Obeetee’s master weavers - because every home truly deserves a touch of genuine couture.
