Jaipur Rugs

This collaboration marks the introduction of We Are Legacy Digital Identity Tags into the Jaipur Rugs ecosystem.

The pilot centres on a single, one-of-a-kind Manchaha carpet, Jaadui Jangal, designed and woven by master artisan Surji Devi and embedded with a Digital Identity Tag. Through this, the rug becomes a living record, linking artisan authorship, process, and cultural context directly to the piece itself.

This initial installation lays the foundation for how identity can scale across collections, deepen transparency, and strengthen the connection between artisan and owner over time.

“We don’t sell rugs; we sell a family’s blessing. Our artisans are not weavers, but storytellers, entrepreneurs, and artists. This collaboration allows us to carry those stories forward with the product, wherever it goes.” Says — NK Chaudhary,  Jaipur Rugs

Surji Devi named this Manchaha Jaadui Jangal, or “Magical Forest”, a woven world where imagination sets its own rules. Lions and goats share the same ground, birds rest beside fish, and even dinosaurs move freely through the landscape.

Each element holds its own place, yet the composition remains in balance. Winding creepers connect these imagined realms, drawing them into a single, continuous surface. Inspired by the deep hue of her favourite red rose, Surji frames the work in shades of pink and red, giving the rug a warmth that feels both vibrant and alive.

Jaadui Jangal offers a glimpse into the inner world of its maker, playful, instinctive, and shaped by memory and imagination.

The Manchaha Collection, from which this carpet comes, is a pioneering collection that places the artisan at the centre of the design process—marking a fundamental shift from execution to authorship. Artisans are given complete creative freedom, working without a blueprint and allowing each rug to evolve organically, row by row.

The result is not just a product, but a narrative—rooted in personal memory, environment, and cultural expression. Each piece is inherently unique, reflecting a deeper truth: that craft is not replication, but interpretation.

Jaipur Rugs is a global handmade carpet company shaped by artisan-led design and a deep social purpose. Built to connect rural craftsmanship with the world, it works with over 40,000 artisans across India. Each rug reflects a balance of tradition and new thinking, carrying forward both skill and story in equal measure.

At its core is a simple belief: dignity and opportunity must reach even the most remote artisan. By creating direct access to global markets, Jaipur Rugs ensures consistent work, fair wages, and long-term economic stability for rural weaving communities.

At Jaipur Rugs, sustainability begins with people. The organisation builds direct relationships with artisans, removing exploitative intermediaries and ensuring fair wages, safe working conditions, and economic security.

Through the Jaipur Rugs Foundation, artisans receive access to looms, materials, healthcare, financial inclusion, and training, enabling both individual growth and community resilience.

Material choices prioritise natural fibres such as wool, cotton, and bamboo silk. The Manchaha collection incorporates leftover yarn, reducing waste through creative reuse. Many carpets use low-impact dyes from certified sources and advanced fixation processes to ensure durability.

Jaipur Rugs is certified by GoodWeave, SA8000, ISO 9001:2008, and STANDARD 100 by OEKO-TEX®, ensuring ethical production, quality, and safety.

We Are Legacy, founded in Stockholm in 2024, is a digital platform that is redefining how handmade products are understood- using verified digital tags that connect products to makers, materials, and stories. Through a simple tap or scan, each product reveals key information about its origin, production context, and the people behind it.

This is not about digitising craft.

It is about ensuring its legacy - by restoring value to the people whose hands create it.