The domestic market for hand knotted carpets gradually dwindled. Madhukar Khera, then twenty years of age, worked on the loom, developing new ideas for dhurries (flat-weave carpets) that were not only faster to weave than hand knotted carpets, but were also in line with the global preference for a more contemporary language in rugs.
Working with hand spinners in the region, he developed a coarsely spun woollen yarn of natural hues to weave a chunky, textured dhurrie. Sample swatches of this dhurrie, named Ajanta, was sent to international buyers. The contemporary yet rustic look was very well received and orders started pouring in.
No one predicted what was to follow. The Ajanta dhurrie flew off the shelves at international retailer outlets. For the next decade and a half, orders for this dhurrie ensured employment for several hand spinners and weavers in the region, building what went on to be the company's core strength - Handspun and handwoven flat-weaves in undyed natural wool.
A seed for sustainable design was sown and continues to be at the heart of the company's ethos.