At the 59th edition of the IHGF Delhi Fair, the largest trade platform in the home and lifestyle category, some booths were built to impress. But one stood out for a different reason—it invited people in with soul. That was the booth of Craftex India, led by second-generation entrepreneur Anirudh Rathore, where every piece wasn’t just handmade—it was heartmade.
You didn’t just see rugs and cushions. You saw legacy, labour, and love woven together. From a new chemical-free rug collection to pieces rooted in Indian tradition, every item in their showcase was designed to be kind—to the earth, the artisans, and the homes they end up in.
“We’re not here to just sell products,” says Anirudh. “We’re here to honour a way of life—and build a better one along the way.”
From Barmer to the World: A Story Rooted in Purpose
Craftex India’s journey began in the early 1980s, when Bharat Singh Rathore, a former professor at Jawaharlal Nehru University, and his wife Santosh Rathore decided to uplift local artisans in Barmer, Rajasthan by setting up handlooms.
From these humble beginnings, Craftex India has grown into a global exporter present in 40+ countries, with clients across North America, Europe, Southeast Asia, and Australia. The vision was always clear: craft products that elevate Indian tradition while creating long-term livelihoods.
In 2002, Anirudh Rathore joined the business full-time. Since then, he has scaled the company responsibly—blending design innovation with rooted values, while ensuring their impact on people and the planet grows deeper, not just wider.
Crafting with Care—Inside and Out
What sets Craftex India apart isn’t just its rugs—it’s the ethos of sustainability and inclusivity woven into every aspect of its operations.
Step inside their facilities in Jhajjar (Haryana) or Mirzapur (U.P.), and you’ll find more than looms and raw materials. You’ll find a quiet revolution in responsible manufacturing:
- A rainwater harvesting system that conserves and recycles water, helping preserve precious resources in water-stressed regions.
- An organic farm inside the Jhajjar factory campus that grows fresh, chemical-free food, served daily to all staff and workers—at no cost and no profit, simply because good work deserves good nourishment.
- A thriving community of women co-workers hired from local villages, trained and empowered through meaningful employment that uplifts both homes and communities.
- And most recently, the launch of a new chemical-free rug collection, crafted using natural processes and minimal chemical interference—designed to be soft on the skin and gentle on the planet.
At Craftex India, sustainability is not a slogan—it’s an operational reality. Every design choice, every process, and every policy is made with a deep respect for people, planet, and purpose.
The IHGF 2025 Showcase: Global Craft, Indian Soul
At this year’s fair, Craftex India unveiled new collections in PET, wool, and recycled materials—but it wasn’t just the design that drew global buyers in. It was the story.
“This isn’t just about products; it’s about telling the story of our soil through every weave,” Anirudh said. “We’re not just exporting rugs—we’re exporting narratives of craftsmanship.”
Building with Intention: People, Process, Planet
Under Anirudh’s leadership, Craftex India has:
- Expanded to manufacturing units across Haryana and Uttar Pradesh, employing over 250 artisans and workers
- Invested in sustainable infrastructure—including in-house testing labs, solar-powered warehouses, and eco-conscious material sourcing
- Upgraded its digital footprint to better serve buyers across the North America, South America, Europe, Southeast Asia, Japan Australia, New Zealand…and more
Yet, what makes Anirudh’s journey remarkable isn’t just the scale. It’s the sensitivity with which he’s handled a legacy brand in a changing global landscape—balancing heritage with innovation.
Slow Business. Lasting Impact.
Today, Craftex India runs multiple manufacturing units, employs over 250 artisans, and has invested in everything from solar-powered warehouses to in-house testing labs—but Anirudh’s real success lies in redefining Indian entrepreneurship with care at its core.
The company is now working on expanding its global footprint through trade fairs, but its ethos remains unchanged: grow with intention.
“For me, success is when a buyer in New Zealand or Chile can feel the soul of India in one of our rugs,” says Anirudh.
The Road Ahead
As India’s handmade sector steps confidently into the global spotlight, Craftex India isn’t chasing trends – it’s setting a new standard.
Not by scaling louder, but by standing truer to its roots.
Because in every rug they craft lies a deeper thread—a thread of dignity, design, and direction.
They’re not just weaving product.
They’re weaving India’s legacy into tomorrow’s homes.
