Ayush Choudhary grew up in Rajasthan in a family that had worked in the carpet trade for decades. His earliest memories are of dye vats, skeins of wool hanging to dry, and the rhythm of looms operated by skilled artisans. After studying design abroad, he returned to India with a clear sense of purpose — to build a studio that would bring the rigour of contemporary design thinking to India’s weaving traditions. And in 2009, he established Cocoon Fine Rugs, setting out to create rugs defined by their craftsmanship.
Ayush’s design practice reflects a close understanding of process. Each rug begins as a design study — informed by art, architecture, or geometry — before being translated onto the loom. The brand works with artisans in Rajasthan and Gujarat who specialise in hand-knotting techniques passed down through generations. The material selection is equally deliberate: highland wool, silk, and blended fibres chosen for texture, durability, and tonal depth. Small-batch dyeing allows subtle variations of colour that give every rug its own surface character. These details together form the foundation of Cocoon’s design identity.
In 2018, Smriti Choudhary joined Cocoon as Marketing and Creative Director. With a background in fashion communication, she helped articulate the brand’s visual language and expand its reach within India’s growing design ecosystem. Under her direction, Cocoon began collaborating with leading architects and designers — among them Rooshad Shroff, JJ Valaya, Ashiesh Shah, and Puran Kumar. Each partnership added a distinct sensibility to Cocoon’s vocabulary: the sculptural influences of Shroff’s 'Tessellation', Valaya’s intricate patterning in 'Isfahan', or the controlled geometry of Shah’s 'Chand LC'. These projects have allowed the brand to move fluidly between minimal and ornate expressions without losing coherence.
Cocoon’s collections are organised across two lines. Cocoon Luxe focuses on bespoke and collectible rugs, each hand-knotted over several months using premium materials and traditional techniques. Cocoon Pret translates the same level of design and material awareness into lighter, more functional rugs suited to contemporary living spaces. Across both lines, the emphasis is on process and longevity — from yarn selection to the density of the weave and the refinement of finishing.
Sustainability at Cocoon is treated as a working principle. The studio maintains long-term relationships with weaving communities, ensures fair practices, and favours eco-conscious materials and methods. Every rug passes through several rounds of inspection before it leaves the workshop, tested for knot consistency, dye stability, and finish quality.
With galleries in Mumbai, Delhi, Bengaluru, Hyderabad, and Jaipur, Cocoon presents its work in spaces that echo the brand’s values — calm, open, and materially honest. The rugs are displayed in a way that encourages touch and close observation, allowing the viewer to notice the textures of the weave and the subtle irregularities that mark each piece as handmade. Cocoon’s strength lies in its discipline — a studio that continues to evolve by staying faithful to the fundamentals that first defined it.
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