Mumbai, Sept 02: Saraswati Rugs, the luxury rug division of Saraswati Global Pvt. Ltd., unveiled its new Niwaala Collection with an intimate luxury evening in Andheri West, Mumbai, bringing together handcrafted design, heritage craftsmanship and conscious luxury. The collection was launched by Raj Choudhary and Anupriya Choudhary, with the evening hosted and curated by Bandita Patro, Image & Brand Consultant. Actress Arti Singh attended as the Chief Guest, alongside personalities from the creative and design community including Ramji Gulati, Mitaali Nag, Jyoti Gauba, Nivedita Basu and Roma Bali.
Niwaala brings together handcrafted pieces that celebrate intricate detailing, textures, colours and contemporary compositions, while staying rooted in the heritage of Indian rug making. A distinctive feature of the collection is its Signature Piece – an exclusive design created in a distinctive size and composition that is made only once and will never be recreated, making each piece truly one of a kind
At the heart of Niwaala is the belief that luxury can be beautiful while also being purposeful. A share of the net sales from every Niwaala Collection rug is contributed to the Niwala Fund, in association with the Saraswati Foundation, to provide essential food and grocery support to families and individuals in need. The initiative focuses on the weaver community as well as families, attendants and individuals around selected government hospitals. Each Niwala Kit includes everyday essentials such as atta, rice, dal, cooking oil, sugar, salt, spices and other staples
The philosophy behind the collection is captured in its simple promise: “Your Rug. Their Niwaala.” With every rug brought home, a contribution helps put essential food provisions on another family’s table. Niwaala is designed as an ongoing commitment, with the initiative maintaining records of funds generated, kits distributed and communities reached to track and strengthen its impact over time
The launch evening reflected the spirit of the collection through soulful music, curated conversations, wine and cheese, offering guests an intimate setting to experience the collection and engage with the ideas of conscious luxury, craftsmanship and purpose.
Speaking about Niwaala, the team behind the collection emphasised its vision of creating pieces where design goes beyond aesthetics to create a meaningful impact. With its combination of craftsmanship, heritage and conscious giving, Niwaala represents Saraswati Rugs’ approach to bringing purpose into contemporary interiors.