FAQ · Indian Master Craft & Artisans · No. 01
Indian Master Craft & Artisans.
The craft traditions behind SOISU products — where they are made, who makes them, and why Indian handcraft is a global-standard production system.
All SOISU Decor products are made in India, across seven specialist craft regions: cushion covers are made in Karur and Erode (Tamil Nadu) for cotton jacquard and slub-linen construction, and in Sanganer and Bagru (Rajasthan) for block-printed covers. Rugs and dhurries are made in Bhadohi (Uttar Pradesh) for hand-tufted wool construction, in Panipat (Haryana) for power-loom polypropylene, and in Jaipur (Rajasthan) for hand-knotted pieces. Throws are made in Ludhiana (Punjab) for machine-knit wool and in Kullu (Himachal Pradesh) for hand-loomed pieces. Every product label names the craft region. SOISU does not import or use Chinese, Vietnamese, or Turkish production.
Block printing is a hand-printing technique where carved wooden blocks — typically teak or sheesham wood — are dipped in dye and stamped repeatedly onto fabric to build a pattern. A complex 4-colour pattern requires 4 separate blocks, applied in registration passes with drying time between each. A trained block printer in Sanganer, Rajasthan, can print 15–20 metres of fabric per day. The craft dates to the 12th century in Rajasthan and is still practised by family workshops that have passed the blocks and technique across generations. Sanganer is known for fine floral patterns on white base; Bagru for resist-printed earthy tones on natural cotton. SOISU block-print covers are made in third-generation Sanganer studios.
Hand-tufted rug making is a technique where a tufting gun is used to push wool or synthetic yarn through a stretched backing cloth (typically cotton). The tuft loops are then sheared to an even pile height, and a latex backing is applied to lock the tufts in place. A skilled tufter in Bhadohi, Uttar Pradesh (India's 'carpet city'), can complete a 6 × 9 ft rug in 2–3 days. Bhadohi and the surrounding Varanasi belt account for approximately 70% of India's carpet and rug exports globally. SOISU hand-tufted rugs are made in Bhadohi workshops with ISO-certified wool yarn and food-safe latex backings rated for Indian floor conditions.
Atmanirbhar Bharat (Self-Reliant India) is the Indian government's initiative, launched in 2020, to build domestic manufacturing capacity and reduce import dependence. For home decor specifically, it means designing products in India, sourcing materials in India, and employing Indian craftspeople — rather than importing finished goods from China or Europe. SOISU Decor was founded on this principle explicitly: the products are designed in the Italian, Scandinavian, or Japanese design tradition (internationally benchmarked aesthetics) but made entirely by Indian craftspeople using Indian materials. The brand pays above-market rates to its artisan partners. Every SOISU product carries the mark 'Made in India by Indian craftsmen' and names the craft region on the label.
Handwoven cotton is produced on a loom (handloom or semi-automatic) where warp and weft threads are interlocked to create the fabric structure itself. The pattern, if present, is built into the weave. Machine-printed cotton is a standard factory-woven base fabric (often plain weave) that is then printed on using rotary screen or digital printing equipment. Handwoven fabric has natural texture variation (slub, uneven thickness) that gives it visual depth and a premium hand feel. Machine-printed fabric is more uniform and can reproduce photographic-quality images, but often feels flat. For home textiles, handwoven fabrics (slub linen, jacquard cotton, hand-block print) age better and are associated with higher quality perception in the premium segment.
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