From rugs to riches

It was Ayush Choudhary’s intriguing taste in fine rugs that brought him back to India. An alumnus of the London School of Economics, the 29-year-old magnate harmonises his family’s rich carpet heritage with design sensibilities acquired during his years in Chicago, London and Barcelona.

Ayush, who runs Cocoon Fine Rugs boutique, shares, “Although I was away from India, I never felt disconnected from my home town. I kept looking for options and a retail opportunity recently tumbled along. India was growing as an important luxury market and we had a sophisticated product that had been widely accepted in international markets. We were keen to bring this to the well-heeled, design connoisseur in India. That’s how Cocoon was born.”
Ayush has reached out to the designer circles in Mumbai and recently set up a concept store in Indiranagar in Bengaluru. His carpets reveal the soulful past of the indigenous weaving tribes of Persia. “We have had many Bollywood personalities, politicians, personal shoppers, industrialists and interior decorators, who have an affinity towards rugs influenced by ancient folklore, approach us,” he informs.

Speaking of his time at the London School of Economics, and his post-school experiences, Ayush recalls, “London is a very dynamic and vibrant city on the arts and design front. It was fantastic to absorb all that, together with the fantastic student experiences and interactions at the LSE. These fundamentals helped me in the formation of Cocoon. After I completed my undergraduate studies in the US, I was working with Motorola, where I got a good sense of corporate functioning and transparent working style. I also worked with several large companies like Kraft and Tesco on semester-long projects.”
Even on his holidays, Ayush doesn’t let go of any opportunity to explore fine arts. “My most memorable times were spent in Spain during an exchange semester in Barcelona. The people were among the friendliest I have ever come across. The country is truly blessed in all aspects, whether it’s Dali or Picasso’s art or Gaudi’s architecture.”

Tips

• Rugs are among the most personal luxury goods and are an extension of one’s personality. There any many options available today from antiques and classics to modern.
• Aesthetics are the most important aspect of a rug. You have to love the rug at first sight. After that you must keep all the other aspects in mind — size, colour combination, design and life.