The Story
“In the heart of Bhadohi, where looms whisper stories of centuries past, a tradition of timeless craftsmanship continues — one knot at a time.”
Where It All Began
In a quiet town nestled along the banks of the Ganges in Uttar Pradesh lies Bhadohi — not just a place on the map, but a living museum of weaving traditions. This is where our story begins. The air here carries the scent of wool, earth, and a history that stretches back over 500 years. In Bhadohi, carpets are not just floor coverings; they are stories — patiently hand-knotted, dyed in tradition, and finished with care.
As a child visiting his ancestral village, our founder Shivam Jayaswal would sit beside local weavers and watch them turn spools of yarn into majestic patterns. To his young eyes, it felt like magic — but behind that beauty was patience, precision, and passion passed down through generations. Years later, that memory would spark the birth of Magical Carpets, a tribute to these unsung artisans and their age-old legacy.
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At Manodoyen India Pvt. Ltd., we believe a carpet is more than décor. It’s a living piece of heritage — one that deserves the world’s attention and appreciation. So, we set out to bridge the gap between India’s handwoven treasures and the global stage. And we knew the journey had to begin from the roots — from Bhadohi.
With Magical Carpets, we’re not just selling rugs. We’re sharing a story — a story of place, of people, and of a passion that refuses to fade. Each thread you see in our carpets carries the weight of a tradition, the soul of an artisan, and the spirit of a land that continues to inspire us.
This is where our journey begins. And we invite you to walk this path with us — step by woven step.
A Loom That Never Stopped Singing
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Long before Bhadohi earned its modern title as the “Carpet Capital of India,” it was simply a town where every house had a loom, and every family carried a legacy in their hands. Even today, if you wander through its winding lanes, you’ll hear the rhythmic clatter of looms — like an old song still being sung, generation after generation.
This is a land where carpets are not crafted, but conjured. The art of hand-knotting came here centuries ago with the Mughal influence, and Bhadohi embraced it like a second skin. Here, designs aren't just copied from paper — they are remembered from memory, spoken aloud in pattern codes, and felt in the weaver's fingertips. Over time, this deep, culturally rooted craftsmanship earned Bhadohi’s carpets the honour of Geographical Indication (GI) Tag, marking them as a protected art form — unique to this region and impossible to replicate authentically elsewhere.
At Magical Carpets, we carry forward this sacred legacy with both pride and responsibility. We don’t just work with artisans; we work with carriers of history. Our carpets are woven in homes, not factories. Every motif tells a tale — of Rajasthani court art, Persian influence, and local village inspirations. The wool is dyed with traditional recipes passed down like family secrets, while the final piece bears the identity of Bhadohi in every inch.
Our role, as exporters and storytellers, is to preserve this heritage while introducing it to global connoisseurs who value authenticity over automation. We want the world to understand that a Bhadohi carpet isn’t a product — it’s a piece of intangible cultural heritage.
When you bring a Magical Carpet into your space, you're not just buying a rug. You’re taking home a chapter of Bhadohi’s living history — woven with pride, and stamped by time.
The Birth of Magical Carpets
Every journey begins with a moment — one that stays with you, quietly shaping your path. For Shivam Jayaswal, that moment came during a visit to his hometown of Bhadohi, where he stood mesmerized beside an old weaver bent over a loom. The weaver’s hands moved with the grace of a dancer, tying each knot with deliberate care, unaware that he was passing on more than just thread — he was weaving legacy, memory, and meaning into fabric.
Years later, Shivam would often think about that weaver — and hundreds like him — who spent their lives perfecting an art the world barely noticed. While India’s handicrafts gained fame, the stories of Bhadohi’s weavers remained mostly untold. Their carpets travelled to foreign homes, but their names, dreams, and struggles didn’t.
That quiet injustice became a calling.
Shivam founded Manodoyen India Pvt. Ltd. and launched Magical Carpets with a mission — not just to export fine carpets, but to champion the artisans behind them. He believed that Bhadohi’s rich textile legacy deserved a global platform — one that celebrated not just the product, but also the people and the process.
From the outset, Magical Carpets was different. It wasn’t driven by mass production, but by meaningful production. Every decision, from yarn sourcing to final packaging, was made with care and respect for traditional methods. The brand stood for sustainability, heritage, and human connection.
As the carpets made their way into international markets — adorning boutique hotels in Australia or contemporary homes in Europe — they carried more than elegance. They carried Shivam’s belief that heritage should never be hidden in shadows.
Today, Magical Carpets is not just a business — it’s a tribute. A tribute to a town, to a tradition, and to a young founder’s promise to never let these stories go unheard again.
Our Artisan Story
In Bhadohi, artistry doesn’t begin with machines or drawings. It begins with people — weathered hands, wise eyes, and generations of knowledge passed down not through textbooks, but through time.
Meet Rehman, a master knotter who’s been weaving since he was twelve. He doesn’t use a measuring scale or calculator. He simply looks at the yarn, counts in his head, and begins. Or Meera, a dyeing expert whose sense of colour is so finely tuned that she can create 30 shades of blue without a colour chart. Their craft isn’t learned — it’s lived.
At Magical Carpets, we don’t call them laborers. We call them legacy bearers. Each artisan in our network is a vital thread in the cultural fabric of Bhadohi. They aren’t just making carpets; they are reviving heritage with every warp and weft. These weavers often work from their homes, surrounded by children, stories, and cups of chai. Their tools are simple — a loom, a knife, a comb — yet their creations are breathtakingly intricate.
A single carpet might take 3 to 6 months to complete, depending on the complexity. But not once do they rush. Because here, speed isn’t the goal — perfection is.
We take pride in preserving the human essence of this art. Our design process starts with the artisan’s voice, and every pattern is a co-creation — blending traditional symbols with modern elegance. We ensure fair wages, dignified working conditions, and a sense of ownership for every craftsperson involved.
What makes a Magical Carpet truly magical isn’t just the wool or design. It’s the soul woven into it — the story of a mother teaching her daughter the family knotting technique, or a grandfather sharing a village fable through motifs.
These carpets are not just made by hand. They are made by heart.
And when you run your fingers across one, you're not just feeling texture — you're touching the legacy of Bhadohi’s finest.
From Village Looms to Global Living Rooms
Every great story begins with small, almost invisible steps. Ours began with a few samples tucked under the arm and a belief that the world needed to rediscover what Bhadohi had quietly preserved for centuries.
At first, it was just a handful of rugs. Shivam would meet interior designers and boutique store owners across India, often explaining the difference between a hand-knotted and a machine-made carpet with a quiet conviction. He would open up those samples — vibrant, soft, alive with detail — and let the carpets do the talking. Most people were amazed. Not just by the craftsmanship, but by the fact that something so intricate could still be handmade in the 21st century.
In 2025, Manodoyen India Pvt. Ltd. was officially registered, and Magical Carpets was born as its flagship brand — a bridge between the weavers of Bhadohi and the homes of the world. With no shortcuts, no middlemen exploiting artisans, and no compromise on quality, we started taking bolder steps.
We applied for registration under the Carpet Export Promotion Council (CEPC) and began laying the groundwork to become an authorized GI user of Bhadohi carpets. We created detailed documentation for each carpet, celebrated artisan identities, and began showcasing our collection through thoughtfully curated exhibitions and online platforms.
Soon, Magical Carpets made its way into its first overseas shipment — a handcrafted medallion rug that found a home in an Australian studio. It was more than a sale; it was a signal. A sign that heritage still has a place in the modern world.
Each milestone since has been meaningful — setting up ethical artisan clusters, earning appreciation from global buyers, designing bespoke collections for export, and building a digital-first brand that honors an analog craft.
Our journey is still unfolding. But from village looms to global living rooms, every mile we’ve walked is woven with faith, focus, and the quiet determination to keep Bhadohi’s magic alive — one carpet at a time.
A Commitment to Quality and Authenticity
In a world racing toward automation and mass production, we chose the longer path — one that moves at the speed of human hands and honours the patience of age-old artistry.
At Magical Carpets, we believe true luxury lies not in how fast something is made, but in how deeply it is crafted. Our carpets are not rolled off conveyor belts. They are born over weeks and months — one knot at a time — under the care of artisans who have spent a lifetime perfecting their technique.
Take a closer look and you’ll notice the difference. The wool is always premium-grade — often hand-spun and vegetable-dyed using traditional recipes. The dyes are prepared in small batches, ensuring the colours develop richness over time, not fade into uniformity. Every motif is aligned by eye, not machine, giving each rug its own unique personality. No two pieces are ever identical — and that’s exactly how it should be.
Before a carpet earns the Magical Carpets label, it undergoes a meticulous multi-stage quality check: knot density, colourfastness, pattern symmetry, yarn strength, and finishing. We ensure every carpet meets the expectations of high-end global buyers — be it for a luxury home in Melbourne or a boutique interior in Paris.
But our commitment to authenticity goes beyond materials and technique. We’re transparent about our process. We document our artisan network. We don’t hide our story behind flashy branding. Instead, we lead with truth: this is a handmade rug, made slowly, honestly, and responsibly.
Each Magical Carpet carries its own certificate of authenticity — verifying its hand-crafted origin in Bhadohi and its link to GI-tagged heritage. This isn’t just a formality. It’s a promise.
Because when you invest in a Magical Carpet, you’re not just buying a floor covering. You’re bringing home an heirloom — one that carries heritage, humanity, and the highest standards of craft.
Bridging Cultures Through Carpets
The soul of Magical Carpets will always belong to Bhadohi — to its red earth, its rhythm of looms, and its artisans who speak in knots rather than words. But our vision stretches far beyond the fields and alleys of this town. From the very beginning, we dreamed of a brand that was deeply Indian at heart, yet global in its reach and relevance.
In today’s world, homes in Sydney, Cape Town, or Vancouver are no longer just spaces — they are reflections of culture, personality, and conscious choices. We recognized early on that while buyers around the globe loved artisanal work, they often lacked access to authentic, ethically-made rugs. That’s where we stepped in — not just as exporters, but as cultural storytellers.
We spent months understanding what modern interiors needed — subtle tones, timeless designs, and pieces that told a story. But instead of bending tradition to fit trends, we decided to present our tradition as it is — refined, not diluted. We adapted layouts and colour palettes to suit global aesthetics while staying true to the essence of Indian craftsmanship.
Our collections now travel to buyers across continents. A Moroccan-style medallion reimagined with Bhadohi flair may find its way into a Californian bungalow. A traditional Persian-inspired motif woven in soft pastels could grace a Scandinavian loft. In every case, our carpets bring a piece of Bhadohi into a new world — creating silent, powerful bridges between cultures.
And yet, even as we grow globally, we remain rooted. Our production stays local. Our relationships with artisans are personal. Our inspirations are drawn from Mughal gardens, temple carvings, village life, and desert dunes.
This duality — global ambition with local integrity — is what defines us.
At Magical Carpets, we don’t just export products. We export stories. And we’re proud to be ambassadors of a heritage that speaks a language beyond borders — one woven in India, and loved everywhere.
A Journey Through Time and Hands
Before a Magical Carpet finds its way into your home, it lives many lives — each more intricate, more soulful than the last. This is not a product made overnight. It is a pilgrimage, a poetic process that stretches across months, villages, and generations.
It begins with inspiration — sometimes from a centuries-old Persian motif, sometimes from the carvings of an ancient Indian temple, or even a burst of wildflowers in a village field. The design is first translated into a “naksha” (map), marked with coded symbols understood only by the weavers.
Next comes the yarn — premium wool or silk, selected not for cost, but for quality. It is cleaned, carded, and often hand-spun by women who hum folk songs as they work. The spun yarn is then dyed in small batches using age-old recipes. A turmeric yellow, an indigo blue, a madder red — all drawn from nature, and developed with skill-full precision.
Then begins the weaving.
On large wooden looms set up inside artisan homes, threads are stretched tightly to form the warp. One by one, knots are tied — by hand, by memory, by feel. A 6x9 foot carpet may take three weavers six months to complete. There’s no rush. Every thread is checked. Every pattern aligned. The weavers often talk, laugh, and share stories as their hands continue the rhythm.
Once the knotting is done, the rug is cut from the loom and the finishing process begins — trimming, washing, stretching, drying in the sun, and careful inspection. This final phase is just as important as the weaving itself. It brings life, softness, and shine to the finished piece.
Each carpet passes through over 10 pairs of hands. And with each hand, it absorbs more than just skill — it absorbs emotion, intention, and pride.
So, when you unroll a Magical Carpet in your space, know that it’s not just a décor item. It’s a living artwork — woven with silence, patience, and a thousand untold stories.
Our Commitment to Ethical Craftsmanship
In the heart of Bhadohi, where looms hum softly and chai boils on wood-fired stoves, the idea of sustainability isn’t a trend — it’s a tradition. Long before the world began speaking of “slow fashion” and “eco-living,” the weavers here lived by it. At Magical Carpets, we didn’t have to invent sustainability — we simply chose never to abandon it.
Our carpets begin with natural materials — wool sourced ethically, silk reeled responsibly, and dyes made from plants, minerals, and heritage recipes. We avoid synthetic shortcuts. Not because they’re wrong — but because we believe in preserving both the product and the planet.
But sustainability for us is more than materials. It’s about people. We work directly with artisan families, not through middlemen. This allows us to ensure they receive fair wages, flexible working hours, and the dignity they deserve. Women artisans are especially empowered in our networks — taking on dyeing, spinning, and weaving roles that were once denied to them.
Our looms are hand-operated, our dye pits are sun-dried, and our production generates almost zero machine-based carbon emissions. And unlike factory carpets that use chemical glues and latex backings, our rugs are held together by hand — meaning they’re safer, biodegradable, and longer-lasting.
We also produce in small, thoughtful batches — not mass production. This reduces waste, respects the artisan’s time, and ensures that every piece has a purpose. Leftover yarns are reused in sample pieces or repurposed into coasters, cushion covers, or wall hangings by our partner NGOs.
Transparency is part of our process. Every carpet comes with an artisan card and a certificate of authenticity, allowing buyers to trace the journey of their rug — from the hands that made it to the home it finds.
When you choose a Magical Carpet, you’re not just choosing art. You’re choosing a future that is kinder to the Earth, to the people who live on it, and to the cultures that make it beautiful.
Because sustainability isn’t a box we tick — it’s the soul of every thread we weave.
Walk
With Us
Every carpet we weave carries a story — but every story grows richer when it finds a listener. At Magical Carpets, we don’t just craft beautiful rugs; we invite you to become part of a legacy, a global community bound by respect for tradition, craftsmanship, and culture.
We started as a dream in the alleys of Bhadohi, where the quiet clatter of looms echoed centuries of artistry. Today, that dream is ready to stretch beyond borders, to reach homes that value soul as much as style, heritage as much as innovation.
To collectors who seek authenticity, to interior designers craving stories beneath their feet, to importers, buyers, and cultural connoisseurs — we extend our hand. Walk with us on this journey of rediscovery and respect. Together, we can uplift artisan families, preserve endangered crafts, and share the warmth of a Bhadohi carpet across continents.
Our promise is simple but profound: every rug you receive from Magical Carpets will be a piece of living history — genuine, handmade, and ethically sourced. It will be backed by transparency, quality, and the heart of an artisan who knotted it with pride.
Whether you want bespoke designs, ready collections, or a partnership built on trust, we welcome you. Your home, your store, your hotel, or your gallery can become a canvas for these stories — stories spun with wool, dyed with tradition, and woven with dreams.
In a world crowded with mass-produced goods, choosing a Magical Carpet is choosing to stand apart. It is a declaration that culture matters, that artisans matter, that your choices matter.
So join us. Let’s walk together — from Bhadohi’s vibrant workshops to your doorstep, and beyond. Because every thread we weave, every knot we tie, finds its meaning only when it becomes part of your story.
Welcome to Magical Carpets. Where tradition lives, and magic happens.