DECOR | 27th Aug, 2025
Step inside Neytt’s Delhi outpost and you’ll quickly realise it’s a North Indian debut that challenges how we see rugs.
Marking the brand’s first standalone retail space in the region, this new flagship brings the story of Kerala-born craftsmanship to the capital, weaving together a century-old legacy with contemporary design thinking. Established in 1917 as Travancore Mats and Matting Co. and now an artisanal extension of Extraweave Pvt. Ltd., Neytt has always balanced tradition with quiet innovation. But this store takes the vision further, positioning rugs as experiential artefacts, objects of touch, pause, and design consciousness.
From the outset, the store asserts its intent. A flowing yarn installation at the entrance morphs into a sculptural bench, an abstract nod to fibre in transformation. It’s followed by two sculptural mounts: one emblazoned with the brand’s name in various Indian scripts, decoding its pronunciation; the other, a bold visual anchor, showcasing a monumental rug that invites a closer look. This is not a showroom, it’s a curated space of material storytelling.
Inside, the store is divided into immersive sections. The Publication Wall celebrates Neytt’s international footprint, from crafting the Met Gala red carpet in 2023 to installing handwoven pieces at the White House lawn. Move deeper and the Know Your Rug section slows the pace. Here, the background hum of rug-weaving processes plays through discreet speakers, adding rhythm and reality to the tactile experience. It’s a sensory education in fibre, loop, and loom.
Then comes the Design Lab, Neytt’s interactive innovation zone. Eight-by-ten-foot rugs are displayed like artworks, giving form to the brand’s material dexterity. A nearby sit-out area invites visitors to sketch their own designs. This space is the birthplace of one of Neytt’s most whimsical collections, Creatures, a rug series imagined by young artists Neel (9) and Uday (7). Dragons, snakes, and fantastical beasts — what began as doodles became a vibrant, collectible series, proving that imagination has no age and design has no single source.
Throughout the store, Neytt’s material choices speak volumes. From luminous bamboo silk to durable wool and jute blends, every rug showcases a deliberate design decision. Customisation isn’t an add-on here, it’s an ethos. Clients can tailor the weave, size, border, and finish, reinforcing the idea that no two homes and no two rugs should ever be the same.
And behind each hand-knotted, tufted, or Jacquard piece lies a quiet but powerful social mission. Neytt supports artisan communities through fair wages, solar-powered facilities, and zero-plastic policies. Even their PET yarns come from recycled bottles. This isn’t greenwashing, it’s a business model built on responsibility.
At Bonafide, what stood out wasn’t just the material intelligence or global pedigree, it was how the store feels like a gallery of grounded luxury. It invites curiosity, celebrates imperfection, and encourages you to sit, doodle, listen, and choose with intention.
Don’t settle for pixels on a screen, step in, take a seat on that sculpted yarn bench, and let the quiet hum of looms guide you through a space where design isn’t displayed, it’s felt. Neytt isn’t in the business of selling rugs, it’s curating a tactile resistance to the throwaway, reviving the forgotten joy of objects made slowly, soulfully, and with purpose.
Know Your Neytt
Pronounced: /net/
Origin: From the Malayalam word “neithu,” meaning “to weave.”
Launched: 2020 as a design-forward extension of Extraweave Pvt. Ltd.
Flagship debut: 2025, Delhi – their first store in North India.
Signature vibe: Craft meets couture, rugs as statement pieces.
Glossary: A Little Rug Lingo (Minus the Boredom)
Sisal
Tough plant fibre with red carpet energy. Met Gala approved.
Design Lab
Where rugs go big and visitors go bold.
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