The Raj Group, a leader in the handwoven carpet weaving industry decided to create a platform to honour the craft and techniques that have travelled down the generations of artisans and weavers but is now dwindling due to cheap, mass manufactured products flooding the market. The Raj Art Initiative was established to promote awareness about this disappearing heritage and also to help the next generation of weavers and craftsmen to recognise the value of their craft beyond just a means of livelihood.