Obeetee unveils Viraasat- a new collection that celebrates the cultural essence of India

National, August 2024: This season, Obeetee unveils the biggest and most versatile collection to date, Viraasat. More than just a showcase of craftsmanship, this collection is a profound tribute to the legacy and layers of culture that the streets of India so vividly embody. Viraasat symbolizes a deep-seated love for this tradition and culture we’re blessed with. At the very heart of this collection lies a story- encapsulating the bond of three young women, united with love and support. Viraasat transforms into a metaphorical canvas that memorializes those countless moments of love, laughter, passion, and friendship that define their journey together.

In this collection, culture is not merely preserved but lovingly portrayed with intricate stories woven through each thread of the carpets. By capturing the essence of these emotions and relationships that enrich your life, each carpet transforms into a piece of art for your home. Whether embroidering your floors or walls, these carpets are designed to imbue your space with a warmth that spreads through the corners of your home.

Carrying forward your journey, each viraasat rug is designed to be a piece that can be cherished for generations after. Be it a remembrance for your newly wedded daughter or a keepsake for your grandchildren, these rugs beautifully bridge the past with the present, multiplying those beloved memories. Tying you to the story of the rug, and encapsulating your story within its threads is the motive this collection strives to achieve.

Making this collection even more special, 4 of India’s most renowned designers, Tarun Tahiliani, Anju Modi, Ashdeen Z. Lilaowala, and Anita Dalmia, have poured their love for traditions and legacies in each piece designed. The art of Pichwai, Panchvati from the great tale of Ramayana, breathtaking sceneries from Vraindavan, Persian and Oriental Embroidery, and Kashidakari, are the mere fragments from the rich mosaics of inspirations that Viraasat embodies. Every knot in these rugs is crafted to tell a story, a story expressing the deep affection and admiration we carry for our timeless traditions.

Rudra Chatterjee, Chairman of Obeetee, expressed his admiration, stating, “It is truly inspiring to witness the dedication to preserving Indian culture, and Obeetee has set a remarkable example in this endeavor. The Viraasat collection, a celebration of 104 years of growth, showcases exquisite rugs that pay homage to our rich heritage. The collaboration of distinguished designers with the meticulous artistry at Obeetee fills me with immense pride as we introduce this new chapter in the legacy of carpet weaving.”

Angelique Dhama, President of Obeetee Carpets, echoed these sentiments, stating, “Viraasat transcends a mere product line; it encapsulates stories within each thread. Building on the heritage of a brand with such a rich history is a source of immense pride. I view this collection as a testament to our dedication to preserving our cultural heritage. Each rug, promising to elevate any space with its luxury, brings me euphoria, knowing that every Viraasat rug owner will cherish the unique story it narrates.”

Refining the precision and perfection through each knot for over a decade, skilled artisans have contributed their dedication to every knot, embodying the core of the brand. Obeetee remains a pioneer in India’s carpet industry, and with Viraasat, the brand drives our legacy and tradition even further.

Available from September 2024, these exquisite rugs can be found online and at Obeetee’s flagship stores in Delhi, Mumbai, Kolkata, Hyderabad, Bangalore, and Pune.