Rise in second-homes has led to a growth in demand for rugs: Smriti Choudhary

Cocoon Fine Rugs is hand-made and created with the finest natural materials including pure silk and wool. Besides carrying its own in-house collections, the brand also collaborates with leading interior designers and fashion houses like Ashiesh Shah, Studio PKA, Falguni Shane Peacock, and JJ Valaya to name a few. Smriti Choudhary, Brand Director, Cocoon Fine Rugs, in this conversation with Divya Shetty, discusses the growing rug market and how her company is aligning with this trend through new collections.

Could you share more information about the recently launched Pret collection by Cocoon Rugs?

In the aftermath of the pandemic, we observed a notable trend among younger homeowners moving into rented apartments who sought to style their spaces in a chic and contemporary manner without incurring significant expenses. Additionally, there was an increase in second homes in regions like Alibaug and Goa, as well as changes in home styling trends in tier-2 and tier-3 cities. Recognising this demand for accessible design, we launched Cocoon Pret, a collection aimed at the modern, confident consumer seeking stylish yet affordable luxury.

The collection features various techniques, including zaris and flat weaves, to create an airy, clean, and user-friendly aesthetic. Our objective is to continually develop innovative and edgy designs while ensuring accessibility for consumers. Notably, we believe that no one else has introduced a distinct Pret category in this market, giving us a first-mover advantage. Our team of designers collaborates to explore new directions, drawing inspiration from our travels and visits to museums and artworks around the world.

Could you provide more information on the sources of your raw materials?

We primarily source a significant portion of our materials from India, particularly from various regions in Rajasthan. Additionally, we procure wool from Afghanistan to achieve an authentic Afghani aesthetic in our designs. Our sourcing strategy is tailored to the specific requirements of each collection, ensuring that we select materials that align with the desired style and character of the final product. This approach allows us to maintain a high level of authenticity and craftsmanship in our offerings.

Could you share the growth you’ve observed in the rugs segment since the COVID-19 pandemic?

When we launched the brand ten years ago, there was only one home featured in a magazine that showcased rugs. Now, if you look at any magazine, you’ll find that all ten homes include rugs, highlighting the significant increase in demand for their use, both as a luxury item and in the Pret category.

Rugs play a crucial role in unifying a space; they delineate areas and prevent flooring from appearing bare, creating a cohesive look with the furniture. I wouldn’t say that rugs are solely for colder climates; rather, they serve a design purpose, providing a sense of completion to a space. Just as the right artwork enhances a home, the perfect rug contributes to the overall aesthetic, tying the entire environment together.

What is the maintenance process like for Cocoon rugs, and how easy is it to keep them in good condition?

Maintaining our rugs is quite easy. Regular vacuuming is typically all that is required to keep them clean. Additionally, our rugs are designed to be pet-friendly and child-friendly, making them an excellent choice for households with kids and pets. They are also easy to wash, which contributes to their practicality.

Should you encounter any issues, such as wear or tear, we offer a repair service. You can send the rug back to us, and we will repair it and return it to you in excellent condition, ensuring it remains a valued part of your home.

What are the short-term and long-term plans for Cocoon Rugs?

We began our brand with a single store in Mumbai and have since expanded to seven locations across Mumbai, Hyderabad, Delhi, Kolkata, and two in Bengaluru. We are keen on further expanding our presence into additional cities in India, such as Chandigarh, Raipur, and other tier-2 cities. Moreover, we aspire to elevate the brand to a global level as part of our long-term vision.