What Obeetee Carpets does

Obeetee Carpets (Obeetee Pvt. Ltd.) is a Mirzapur, India-based handmade carpet manufacturer founded in 1920, operating a network of 25,000 artisan weavers across the Mirzapur-Bhadohi weaving cluster in Uttar Pradesh. The company's core product line spans hand-knotted, hand-tufted, handloom and flatwoven Dhurrie carpets in wool, silk, cotton, jute, bamboo silk and viscose, supported by a proprietary library of 4,000 wool shades and exclusive designer collaborations with leading Indian fashion designers. Beyond carpets, Obeetee has expanded into cushions, bedding and furniture under the OBEETEE Carpets and Homes extension, backed by a Rs 100 crore capital commitment.

Revenue is generated through four channels: owned retail (8 showrooms across major Indian cities plus a London studio at Design Centre Chelsea Harbour), direct e-commerce via obeetee.in, an enterprise project division serving luxury hospitality (Oberoi, JW Marriott, Leela Palaces, Umaid Bhavan Palace) and government/institutional clients (Rashtrapati Bhavan, Supreme Court of India, Central Vista, Bharat Mandapam), and B2B private-label supply to international home furnishings retailers including West Elm and Pottery Barn. Pricing spans from entry-level Dhurrie rugs at approximately Rs 10,650 to six-figure hand-knotted wool and silk commissions, with bespoke and hospitality work priced on a project basis and supported by a White Glove delivery and installation service.

The company is privately held under Chairman Rudra Chatterjee, who also leads Luxmi Tea, with no disclosed institutional funding. Its competitive position rests on a century of brand heritage, a deep artisan talent base that is difficult to replicate, and an unusually broad omnichannel reach that spans artisanal luxury, institutional procurement and high-volume private-label export.

Name

Obeetee Carpets

Legal name

Obeetee Pvt. Ltd.

Website

https://obeetee.in

Company type

Private

Founded year

1920

Operating status

Operating

Headcount range

101–250 employees

Short description

Obeetee Carpets, founded in 1920 in Mirzapur, India, manufactures handmade carpets and home furnishings through a network of 25,000 artisan weavers, serving luxury consumers, hospitality groups, government institutions, and global retailers like West Elm and Pottery Barn.

Ownership category

akta.pro rank

Product category

Handmade carpets and rugs

NAICS

Carpet and Rug Mills (31411), Carpet and Rug Mills (314110), Apparel Accessories and Other Apparel Manufacturing (31599)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Commercial & Hospitality Home Textiles Retail (Bulk Linens for Hotels, Spas, Restaurants) (CRAIALAJ)

Keywords

• Handmade carpets
• Hand-knotted rugs
• Hospitality carpet supply
• Artisanal home furnishings
• Custom floor coverings

Headquarters

HQ city

Mirzapur

HQ country

India

HQ region

Asia

Offices9 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Direct Retail — Carpets and Home Products: Sale of hand-knotted, hand-tufted, handloom, and Dhurrie carpets along with furniture, cushions, bedding, and furnishings through owned retail stores and e-commerce. Products range from entry-price rugs to six-figure custom commissions.
2. Custom and Bespoke Commissions: Revenue from made-to-order custom carpets, bespoke furniture, and tailored bedding programmes for residential and commercial clients, often involving design consultation and extended lead times.
3. Hospitality and Institutional Projects: Large-scale project contracts for hotels, government buildings, embassies, and palaces, delivering custom carpeting and home programmes for public and private institutions.
4. Brand Partnership Supply — International Retailers: Supply of handmade carpets to international retail brands including West Elm and Pottery Barn, positioning Obeetee as a private-label manufacturer for global home furnishings retailers.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Obeetee manufactures and sells handmade carpets, cushions, bedding, and home furnishings produced by approximately 25,000 artisans in the Mirzapur-Bhadohi cluster of Uttar Pradesh. Its core products are hand-knotted, hand-tufted, handloom and Dhurrie floor coverings in wool, silk, viscose, jute, cotton, bamboo silk and polyester, offered through owned retail stores, a direct e-commerce platform, a dedicated hospitality and institutional project division, and private-label supply contracts with international retailers. Bespoke design consultation and a White Glove installation service accompany the product sales.

Product overview

Obeetee Carpets (Obeetee Pvt. Ltd.) is a manufacturer of handmade carpets founded in 1920, operating over 25,000 artisans in Mirzapur, Uttar Pradesh. The company offers a diversified portfolio including Carpets & Rugs (hand-knotted, hand-tufted, handloom, dhurrie), Cushions, Bedding, and Furniture. The product ecosystem centers on handcrafted floor coverings as the foundational product, with adjacent categories in cushions and bedding that share the same artisan craftsmanship, and newer expansion into furniture (sofas, chairs, tables) using materials like Indian teak and white oak. The brand maintains multiple named collections including Viraasat, Terra, Gond Art, Tokyo Chowk, Silk Route, Revisiting Classics, Persian Saga, Minimalist Edit, and Now-Stalgia. Designer collaborations with Indian fashion designers (Tarun Tahiliani, Shantanu & Nikhil, Raghavendra Rathore, Abraham & Thakore, JJ Valaya) and cultural curators produce exclusive collections. Bespoke and custom services, including White Glove Service and hospitality programs, round out the offerings for residential and commercial clients.

Differentiator

Problem solved

Functional benefit

Brands

• Now-Stalgia: Collection launched in collaboration with cultural curator Eeshaan Kashyap, drawing from Ottoman textile traditions.
• Domus
• India Modern

Products and services

• Carpets and Rugs Hand-knotted, hand-tufted, handloom, and flatwoven Dhurrie carpets made by artisans in Mirzapur-Bhadohi, available in wool, wool & silk, wool & viscose, wool & jute, jute, polyester, bamboo silk, and wool & bamboo silk across multiple sizes, rooms, and design collections including Viraasat, Persian Saga, Minimalist Edit, Silk Route, Terra, Gond Art, Tokyo Chowk and Revisiting Classics.
• Cushions (Cushion Covers, Lumbar Covers, Throws) Cushion covers, lumbar covers, and throws in patterns including abstract, boho, buta, check, floral, geometric, medallion, paisley, solid, and striped designs, offered under collections such as Atelier Botanica, Hands of India, Heritage Weaves, Indigo & Ajrakh, Kantha Folk, Monochrome & Line, and The Quilted Edit.
• Bedding (India Modern) Bedding products including the India Modern collection featuring cotton, linen, and silk materials finished by the same artisan network that weaves the rugs.
• Furniture (Domus and India Modern sub-collections) Hand-finished wood furniture including sofas, chairs, benches, and tables under the Domus collection (teak and oak) and the India Modern collection (white oak and contemporary designs), designed to coordinate with the rugs and broader home programme.
• Bespoke and Custom Service Custom carpet design, design consultation, and hospitality-sector services covering bespoke sizing, material, pattern, and colour specifications for residential and commercial clients.
• White Glove Service Bespoke delivery, in-home placement, finishing, and care consultation service for high-value rugs and home furnishings, available across Indian retail stores, the London studio, and online orders.
• Now-Stalgia Collection Rug collection in collaboration with cultural curator Eeshaan Kashyap that draws from Ottoman textile traditions, extracting design principles — scale, rhythm, symbolism — rather than reproducing historical ornamentation, and using materials with subtle luminosity inspired by metallic threads in historic velvets.

Quantifiable outcome

• India exports nearly 40% of the world's handmade carpets, with exports valued at USD 1.36 billion in FY2023; Obeetee is positioned as a leading manufacturer in this dominant export market.
• +1 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered major, core and flagship.

• West ElmmajorChannel Partner/ Reseller/ Distributor · 20 May 2026Obeetee operates as a manufacturing partner supplying handmade carpets to West Elm, a major US home furnishings retailer owned by Williams-Sonoma Inc. The partnership leverages Obeetee's network of over 30,000 artisan weavers to produce private-label handmade carpets at scale for West Elm's global customer base.
• Pottery BarnmajorChannel Partner/ Reseller/ Distributor · 20 May 2026Obeetee supplies handmade carpets to Pottery Barn, a leading US home furnishings brand under Williams-Sonoma Inc. The relationship positions Obeetee as a key private-label manufacturer for Pottery Barn's handmade carpet category, providing artisan-made products aligned with Pottery Barn's heritage and quality positioning.
• Tarun TahilianicoreStrategic or Co-development PartnerObeetee collaborates with renowned Indian fashion designer Tarun Tahiliani on exclusive carpet collections that blend traditional Indian weaving craft with contemporary fashion sensibility. The collaboration under the 'Proud to Be Indian' initiative produces limited-edition hand-knotted wool and silk rugs sold through Obeetee's retail and e-commerce channels.
• Shantanu & NikhilcoreStrategic or Co-development PartnerDesign duo Shantanu & Nikhil partner with Obeetee on the 'Proud to Be Indian' initiative, creating contemporary ceremonial-style carpet collections that translate their fashion design language into handmade rug formats.
• Raghavendra RathorecoreStrategic or Co-development PartnerFashion designer Raghavendra Rathore collaborates with Obeetee on exclusive carpet collections inspired by royal Indian tailoring aesthetics, producing hand-knotted wool and silk rugs with classical motifs under the 'Proud to Be Indian' banner.
• Abraham & ThakorecoreStrategic or Co-development PartnerDesign studio Abraham & Thakore works with Obeetee on crafted textile modernist collections, translating their fashion-forward textile sensibilities into hand-knotted rugs and runners with contemporary geometric and abstract patterns.
• JJ ValayacoreStrategic or Co-development PartnerDesign legend JJ Valaya partners with Obeetee on the 'Proud to Be Indian' initiative, creating royal Indian opulence-inspired carpet collections featuring intricate traditional motifs reimagined for contemporary interiors.
• Eeshaan KashyapflagshipStrategic or Co-development PartnerCultural curator Eeshaan Kashyap collaborated with Obeetee to launch the 'Now-Stalgia' collection, drawing from Ottoman textile traditions. The collection extracts design principles — scale, rhythm, symbolism — rather than reproducing historical ornamentation, using materials with subtle luminosity inspired by metallic threads in historic velvets. This was launched alongside the Obeetee Carpets and Home brand extension.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Jaipur Rugs: One of India's largest handmade carpet manufacturers, sourcing from artisan weavers in rural India and selling globally. Direct competitor to Obeetee across handmade rug construction techniques, hand-knotted and hand-tufted construction, and export channels.
• Jaipur Living: US-headquartered handmade rug brand built on Indian artisan production, marketing premium hand-knotted and hand-tufted rugs through North American retail partnerships and e-commerce. Directly comparable to Obeetee on product mix, sourcing model, and customer base across luxury residential and designers.
• Loloi Rugs: Major US-based rug designer and distributor with a broad assortment including handmade collections (Loloi x Amber Lewis, etc.) sourced partly from India. Comparable to Obeetee in designer collaborations, premium handmade positioning, and global retail distribution including partnerships with major home retailers.
• Kaleen: India-based handmade rug manufacturer with vertically integrated design, production, and global distribution across wholesale and retail channels. Direct competitor to Obeetee in handmade rug construction, materials, and channel partnerships with international home furnishings retailers.
• The Rug Republic: Indian handmade rug manufacturer and brand with global e-commerce presence across hand-knotted, hand-tufted, and flatwoven rugs. Comparable to Obeetee on product range, India-based handmade sourcing, and direct-to-consumer international distribution.
• Feizy Rugs: US-headquartered rug importer and brand with a strong focus on hand-knotted and hand-tufted handmade rugs sourced primarily from India, Pakistan, and Turkey. Comparable to Obeetee on handmade construction techniques, premium designer positioning, and US retail/wholesale distribution.

Broad incumbents

• Williams-Sonoma (West Elm / Pottery Barn): Parent of West Elm and Pottery Barn — Obeetee's two largest disclosed international retail customers — and a broader multi-brand home furnishings retailer carrying its own branded rug assortment. Comparable as a major customer and a competitor for design-driven consumer rug purchases.
• Arhaus: US-based premium home furnishings retailer operating its own stores and e-commerce, with a deep rug assortment including handmade pieces. Comparable to Obeetee on premium positioning, designer collaborations, and a focus on artisan and sustainably sourced home textiles.
• Restoration Hardware (RH): Luxury home furnishings company with galleries, source books, and a sizeable rug category spanning handmade and machine-made. Comparable to Obeetee on luxury HNI customer focus, premium pricing, large-format stores for aspirational home goods, and bespoke program offerings.

Others

• Crate & Barrel / CB2: Major US multi-brand home furnishings retailer carrying a broad rug assortment including handwoven lines. Comparable as a retail customer/channel for premium rugs and as a competitor for design-led consumer rug purchases in the same price tiers as Obeetee.

Market position

Strengths6 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/obeeteecarpets
• Facebookfacebook.com/obeeteeny

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Obeetee Carpets