Kerala Family Business Transforms Traditional Carpet Craft into Global Luxury Brand
What happened
Sivan Santhosh and Nimisha Srinivas, co-founders of Neytt, transformed a 100-year-old family mat business into a luxury brand. Their family company, Extraweave, began in 1917 in Cherthala, Kerala, making coir mats. The couple now designs iconic carpets, including the one used for the Met Gala in 2026, which was created in Kerala by 500 artisans in 90 days.
From hindustantimes.com
Why it matters
India produces nearly 40 percent of the world's handmade carpets, but historically, most were exported in bulk under European labels. The rise of Neytt represents a shift where Indian craft is gaining visibility and value in the global luxury market.
This story relates to trends and issues within the Indian market.
From hindustantimes.com
Who's involved
- Hindustan TimesReported the story of the craft business
- CherthalaTown where the family business operates
Who could feel it
Possible knock-on effectsThese are possibilities Brind reasoned out, not predictions, and not advice. Most are not stated in any report.
- CherthalaSpeculative
Local artisans in Cherthala might see increased revenue opportunities due to the global visibility of Indian handmade carpets.
Possible ripples
Who this could reach next, traced step by step from the reporting. Possibilities worth considering, not forecasts.Keep exploring
Part of
Indian consumer trends and economic shiftsAlso in this story
- Content published by the Hindustan Times focuses on current Indian consumer trends.
- Sandeep Kumar handled business development and advertising sales for the Hindustan Times on October 10, 2026.
- A study illustrates a market shift within the Indian consumer economy.
- Hindustan Times reports on a price hike affecting markets in Haryana.
The entities involved
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Hindustan Times
Indian English-language newspaper
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Cherthala
town in Alappuzha district, Kerala, India
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