In a market that often values speed over substance, Ardhi Looms chooses patience. Built around the philosophy “from Earth, to the Earth,” the brand approaches rug-making as an act of responsibility rather than mere production. Working with natural yarns, dyes, and master artisans in Banaras, the founders see each piece as something meant to live long, age well, and carry memory. Their collections balance tradition with contemporary design, offering carpets that feel grounded yet relevant. In this conversation with Asma Rafat, Senior Correspondent, Realty+, the founders, Saina and Kanika speak about slowness, sustainability beyond buzzwords, collaboration, and what it truly means to create something that belongs in a home for years.
The name Ardhi means Earth, and the phrase “from Earth, to the Earth” is central to your ethos. How did this philosophy take shape, and how does it guide decisions beyond materials?
Ardhi was born from the idea that creating something is an act of borrowing. Everything we use, yarns, dyes, skill, time, comes from the Earth and eventually returns to it. “From Earth, to the Earth” started with materials but grew into a way of thinking. It influences how intentionally we produce, how much we make, and how long we expect our rugs to live in a space. It also guides how we work with people, respecting the craft, pacing production fairly, and avoiding excess. Even our latest collection, Loomroot, is inspired by the beauty of nature, showing how the world around us shapes our designs. For us, rugs are meant to feel grounded, age gracefully, and carry stories, not waste.
Working with natural yarns and dyes requires patience and restraint. In a market driven by speed, what does choosing slowness allow you to protect or preserve?
Choosing slowness allows us to protect the art of making. Each piece is a work of art, and art cannot be rushed; it needs time, patience, and care. Our carpets are shaped not just by natural yarns and dyes, but by the skill and intuition of the artisans who make them. This process carries their stories and expertise. Slowing down preserves this integrity, ensuring every rug reflects depth, craftsmanship, and intention.
Banaras carries a deep textile legacy. How do you approach working with master artisans there without turning tradition into nostalgia?
We work closely with artisans in Banaras by honouring their skills while designing for today. The techniques remain traditional, but the designs and colours are contemporary. This allows us to create something new and relevant for modern spaces.
Your collections span hand-knotted, hand-tufted, and hand-loom carpets. How do you decide which technique best serves a particular design or space?
The technique is chosen based on the space and how the carpet will be used. Hand-knotted carpets are ideal for formal spaces and areas that require longevity and finer detailing. Hand-tufted carpets suit modern spaces, offering simpler designs with a plush feel due to their thickness. Hand-loom carpets work well in simpler, more sophisticated spaces, less playful, more refined, and sit between hand-knotted and hand-tufted, making them one of our most popular choices.
You speak about rugs flowing with the individuality of every space. How do you design for flexibility while maintaining a strong point of view?
We design our rugs to adapt to different spaces without losing their identity. Our forte is customization, so each Ardhi rug is created to match the colour palette and design style of the interior it’s meant for. While sizes or tones may change, the core design remains consistent. This allows the rug to fit naturally within a space while still feeling distinct and true to Ardhi.
Sustainability is often reduced to a checklist. For Ardhi Looms, what does responsibility look like in day-to-day practice rather than in principle?
For us, responsibility is part of everyday decisions. It means using natural materials, producing only what is needed, and working at a pace that is fair to our artisans. It also includes minimizing wastage, encouraging repair over replacement, and focusing on consistency - doing things thoughtfully and responsibly at every step.
As founders working together, how do your individual sensibilities shape Ardhi differently than a single-author brand might?
Ardhi reflects both of our perspectives. Saina brings creativity, storytelling, and emotion, while Kanika focuses on design, texture, and how spaces feel. Because we deeply understand each other’s aesthetics, building the brand together has been a dream. We’re aligned at every step, from concept to execution, and the balance of our skills allows us to make thoughtful decisions at every level. Working as a team has been a strong advantage in shaping Ardhi, giving the brand depth, balance, and the ability to grow steadily to where it is today.
When someone brings an Ardhi rug into their home, what kind of relationship do you hope they build with it over time?
We hope an Ardhi rug becomes part of everyday life - something people live with, walk on, and make memories around. Over time, it should feel familiar and personal, carrying the stories of both the home and the artisans who made it. Rather than just being a decorative object, it grows with the space and becomes a piece that is loved and valued for years.
