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I’m Salman Siddiqui, co-founder of The House of Looms, and my story does not begin in a boardroom or with a business plan.
It begins in Bhadohi India’s legendary carpet town where my grandfather and uncles spent more than four decades working with looms,
dyepots, and the quiet discipline of handmade craft. Growing up, I didn’t understand the weight of that heritage.
Life took me far from the weaving lanes of Bhadohi into the world of automotive engineering, working with iconic brands like Royal Enfield, Ducati, Lamborghini.
Precision, material engineering, color, texture, form - these shaped me long before I ever thought of rugs.
But heritage has a way of circling back.
In 2008, when global markets collapsed, my family’s carpet business suffered a loss so deep that the looms fell silent. They stopped weaving altogether.
For years, the craft slept but never died. And then one day, during a call with my grandfather, he said something that stayed with me.
“You’ve seen the world. You understand design.
Maybe it’s your turn to bring our craft forward.”
That seed became The House of Looms - Carpets & Rugs.
I partnered with Abhishek Dwivedi, my childhood friend of nearly 20 years. Abhishek isn’t from the carpet world
but he comes from the world of creativity. As a photographer and studio owner, he sees light, texture, and mood
in a way few people do.With years spent capturing frames and crafting narratives, Abhishek understands how
light, texture, and space shape emotion. His creative instinct guides our designs, ensuring they feel as lived-in
and authentic as the homes they enter. Together, we realized something simple yet powerful.
Craft needs storytelling. And storytelling needs craft.
So we merged my family’s weaving heritage with Abhishek’s visual lens and built a brand that brings handmade
Indian rugs to homes across the world not as products, but as pieces of meaning.
At the heart of The House of Looms are two long-time friends turned business partners - Abhishek Dwivedi and Salman Siddiqui. United by a 20 years friendship and a shared passion for design and storytelling, they founded the brand to celebrate India’s craftsmanship through a modern lens. Together, they embody a philosophy of slow luxury where every rug tells a story of artistry, culture, and thoughtful design, woven to inspire homes around the world.
"Design is temporary, craftsmanship is eternal and that’s what I hope every image we create reflects.” For me, a rug is not just a product - it’s a canvas of emotions, history, and human hands that shape it stitch by stitch.”
- Abhishek Dwivedi | Co-Founder & Creative Director
Heritage is not nostalgia - it’s responsibility. We build a business that honours craft by giving it room to evolve, so every rug becomes both legacy and living design.”
- Salman Siddiqui | Co-Founder & Managing Director
Behind every frame that defines The House of Looms is Abhishek Dwivedi - A photographer and creative director who brings the brand’s vision to life through artistic storytelling and meticulous attention to detail. As the visual and digital lead, he shapes how The House of Looms expresses its soul through the website, imagery and narratives that radiate authenticity, warmth, and craftsmanship.
At the heart of The House of Looms is Salman Siddiqui, who envisioned a brand that connects India’s rich weaving heritage with modern global homes. As Managing Director, Salman leads brand strategy, design direction, and artisan partnerships while overseeing manufacturing in India and customer experience worldwide. Driven to elevate Indian craftsmanship on the global stage, he focuses on building a design-led, sustainable, and culturally rooted brand that inspires homes across continents.
We believe in slow design - where every rug is made to order, thoughtfully conceived, and carefully crafted.
We don’t follow trends; we translate context.
A living room in Stockholm, a seaside villa in Lisbon, a family apartment in Mumbai - each space has its own light, textures, and stories. Our artisans adapt. Our designers refine. The result is rugs that feel inevitable in their surroundings - as though they were always meant to belong there.
Sustainability and dignity are at the heart of our process. We source responsibly, choosing natural fibers and low-impact dyes, and work in small, respectful batches to minimize waste.
Most importantly, we partner directly with workshops and families in Bhadohi, ensuring fair pay, safe working conditions, and the preservation of traditional skills for future generations.
“Every irregularity - a shift in hue, an organic edge - is not a flaw. It’s the mark of a human hand, a story woven into the fabric.”
We invite you to be part of our story. Tell us the hues you love, the story you want beneath your feet, and we’ll translate it into texture and time - a rug that grounds a room, holds a memory, and becomes a quiet heirloom in your home.
At The House of Looms, we weave more than rugs.
We weave connection — between people and place, past and present, maker and home.
