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Economic Times
07-05-2025
- Entertainment
- Economic Times
From God's own country, a carpet for screen demigods
Kochi: On the wooden floors of centuries-old synagogues in Fort Kochi and beneath the feet of Shah Rukh Khan and Rihanna at this week's Met Gala lies an unlikely connection: carpets crafted in a small coastal town that most Indians probably wouldn't locate on a map. ADVERTISEMENT For the third time in four years, Neytt by Extraweave, a sustainable rug company based out of Cherthala in Kerala's Alappuzha district, has supplied the sprawling wall-to-wall carpet for fashion's most photographed event. At a time when many traditional crafts struggle to find their place in the modern economy, this Kerala-based company has pulled off the textile equivalent of landing on the moon. Their Made-in-Cherthala carpet, stretching across 63,000 square feet of the Metropolitan Museum of Art's entrance, has become the literal foundation for fashion's most exclusive night, a striking reversal for an industry struggling with obsolescence. The rags-to-riches story is particularly startling in Cherthala, a town in Alappuzha district where its traditional weaving was once sought after globally but has now almost faded into obscurity. Alappuzha is known as the "Venice of the East" for its network of trade-facilitating canals. Coir production in Alappuzha dates back to 1859, when James Darragh, an Irish-American entrepreneur, established India's first coir factory here. The area later gained geographical indication status for "Alleppey Coir" in 2007, though few outside the industry took origin story represents the unlikely revival of the sector. In 2019, after returning from Boston with an MBA, Sivan Santhosh and his artist wife Nimisha Srinivas established Neytt as a premium brand under the Extraweave umbrella. The startup has rapidly transformed into a ₹120-crore business and a global sensation, but its roots trace back more than a century through Sivan's family. Santhosh's great-grandfather, K Velayudhan, established the Travancore Mats and Matting Company in 1917, beginning a legacy that has supplied floor coverings to some of the world's most prestigious addresses, from Camp David to Saudi Arabian palaces, and global retailers like IKEA for over 70 years, quietly exporting Kerala craftsmanship while few took notice. ADVERTISEMENT "We have been in the business for more than a hundred years," Santhosh explains. "But we wanted to change the narrative." Reviving Traditional Craft ADVERTISEMENT "These traditional crafts declined partly because the jobs didn't pay well, but also because they lacked prestige," says Santhosh. "Young people want work that offers both better income and social recognition." Kannan KU, research and development manager at Neytt, is an example. A degree in computer science and an MBA were supposed to be his ticket away from the coir spinning his mother once did. Yet, on Wednesday, he was beaming with pride while installing a handcrafted rug at a Fort Kochi synagogue. Like most of his colleagues back at Neytt's factory, he watched in amazement as their creation became the most photographed surface in global fashion this week."My family and friends all asked-Is this really the company where you work?" Kannan recalls with a laugh. His college classmates, who are stuck at executive positions while he is donning a managerial role at Neytt, were stunned, asking, "Oh, you're working at such a big company?" The bonus: the factory is just five minutes away from his home. ADVERTISEMENT In 2022, when Neytt first supplied the Met Gala carpet, things were pretty quiet-"nobody knew such rugs were coming from Kerala," says Kannan. By 2023, Neytt announced their contribution on social media, and watched in astonishment as their posts received four million year, it has exploded into an even bigger social media phenomenon, with millions of views across Instagram and fashion platforms like Diet Sabya transforming an ancient craft into a viral sensation and putting Cherthala on the global design map. ADVERTISEMENT Suddenly, with the likes of Kerala industries minister P Rajeev congratulating them on social media, the 900 employees, who have decades of experience in traditional weaving techniques in the 15-acre factory with nearly half of them women, are no longer just anonymous craftspeople; they've become celebrities in their communities."We wouldn't have touched this success without the expertise of the skilled workers," says Santhosh. He explains the manufacturing process behind the Met Gala carpet, which borders on obsessive. It starts with importing sisal fiber from Madagascar-"that's where you get the best quality, the whitest and longest finer," Santhosh explains-then spending months hand-sorting, dyeing, spinning and weaving. Quality inspections occur at every stage, as "any defect in even a small quantity will show in streaks." The carpet must withstand "the pressure of a lot of celebrities' heels walking on it in various outfits," making durability as important as aesthetics.
Time of India
07-05-2025
- Business
- Time of India
From God's own country, a carpet for screen demigods
Neytt by Extraweave, from Cherthala, Kerala, crafted the Met Gala carpet for the third time. The company revives traditional weaving. Sivan Santhosh and Nimisha Srinivas established Neytt in 2019. It is now a ₹120-crore business. The company's roots trace back to 1917. Neytt employs 900 people, mostly women. The Met Gala carpet boosted the company's recognition. Tired of too many ads? Remove Ads Tired of too many ads? Remove Ads Tired of too many ads? Remove Ads (Disclaimer: The opinions expressed in this column are that of the writer. The facts and opinions expressed here do not reflect the views of .) Kochi: On the wooden floors of centuries-old synagogues in Fort Kochi and beneath the feet of Shah Rukh Khan and Rihanna at this week's Met Gala lies an unlikely connection: carpets crafted in a small coastal town that most Indians probably wouldn't locate on a the third time in four years, Neytt by Extraweave , a sustainable rug company based out of Cherthala in Kerala's Alappuzha district, has supplied the sprawling wall-to-wall carpet for fashion's most photographed a time when many traditional crafts struggle to find their place in the modern economy, this Kerala-based company has pulled off the textile equivalent of landing on the moon. Their Made-in-Cherthala carpet, stretching across 63,000 square feet of the Metropolitan Museum of Art's entrance, has become the literal foundation for fashion's most exclusive night, a striking reversal for an industry struggling with rags-to-riches story is particularly startling in Cherthala, a town in Alappuzha district where its traditional weaving was once sought after globally but has now almost faded into obscurity. Alappuzha is known as the "Venice of the East" for its network of trade-facilitating canals. Coir production in Alappuzha dates back to 1859, when James Darragh, an Irish-American entrepreneur, established India's first coir factory here. The area later gained geographical indication status for "Alleppey Coir" in 2007, though few outside the industry took origin story represents the unlikely revival of the sector. In 2019, after returning from Boston with an MBA, Sivan Santhosh and his artist wife Nimisha Srinivas established Neytt as a premium brand under the Extraweave umbrella. The startup has rapidly transformed into a ₹120-crore business and a global sensation, but its roots trace back more than a century through Sivan's great-grandfather, K Velayudhan, established the Travancore Mats and Matting Company in 1917, beginning a legacy that has supplied floor coverings to some of the world's most prestigious addresses, from Camp David to Saudi Arabian palaces, and global retailers like IKEA for over 70 years, quietly exporting Kerala craftsmanship while few took notice."We have been in the business for more than a hundred years," Santhosh explains. "But we wanted to change the narrative.""These traditional crafts declined partly because the jobs didn't pay well, but also because they lacked prestige," says Santhosh. "Young people want work that offers both better income and social recognition." Kannan KU, research and development manager at Neytt, is an example. A degree in computer science and an MBA were supposed to be his ticket away from the coir spinning his mother once did. Yet, on Wednesday, he was beaming with pride while installing a handcrafted rug at a Fort Kochi synagogue. Like most of his colleagues back at Neytt's factory, he watched in amazement as their creation became the most photographed surface in global fashion this week."My family and friends all asked-Is this really the company where you work?" Kannan recalls with a laugh. His college classmates, who are stuck at executive positions while he is donning a managerial role at Neytt, were stunned, asking, "Oh, you're working at such a big company?" The bonus: the factory is just five minutes away from his 2022, when Neytt first supplied the Met Gala carpet, things were pretty quiet-"nobody knew such rugs were coming from Kerala," says Kannan. By 2023, Neytt announced their contribution on social media, and watched in astonishment as their posts received four million year, it has exploded into an even bigger social media phenomenon, with millions of views across Instagram and fashion platforms like Diet Sabya transforming an ancient craft into a viral sensation and putting Cherthala on the global design with the likes of Kerala industries minister P Rajeev congratulating them on social media, the 900 employees, who have decades of experience in traditional weaving techniques in the 15-acre factory with nearly half of them women, are no longer just anonymous craftspeople; they've become celebrities in their communities."We wouldn't have touched this success without the expertise of the skilled workers," says Santhosh. He explains the manufacturing process behind the Met Gala carpet, which borders on obsessive. It starts with importing sisal fiber from Madagascar-"that's where you get the best quality, the whitest and longest finer," Santhosh explains-then spending months hand-sorting, dyeing, spinning and inspections occur at every stage, as "any defect in even a small quantity will show in streaks." The carpet must withstand "the pressure of a lot of celebrities' heels walking on it in various outfits," making durability as important as aesthetics.
Emirates Woman
06-05-2025
- Entertainment
- Emirates Woman
Met Gala 2025 : All you need to know about the iconic blue carpet
This year's Met Gala celebrated fashion, art, and culture against the backdrop of an extraordinary 63,000-square-foot blue carpet that became the unsung hero of the evening. For the third consecutive year, Kerala-based design house Neytt by Extraweave created this magnificent centerpiece, which perfectly complemented the Met's theme celebrating craftsmanship and Black fashion. Met Gala 2025: The best dressed Indian celebrities on the red carpet The royal blue carpet, stretching across the steps of The Metropolitan Museum of Art at the Met Gala 2025, was more than just visually stunning, it represented a triumph of sustainable design. Woven entirely from biodegradable sisal fibers ethically sourced from Madagascar, the carpet combined luxury with environmental consciousness. Floral barricades of golden daffodils lined its edges, while mirrored installations created a surreal floating garden effect, all resting on this masterpiece of Indian craftsmanship. View this post on Instagram A post shared by Neytt (@ Neytt's involvement continues a remarkable legacy rooted in India's textile heritage. The brand is an extension of the century-old Travancore Mats and Matting Company, established in 1917. Founded by Sivan Santhosh and his wife Nimisha Srinivas, Neytt collaborates with international designers while staying true to its mission of celebrating and empowering local weavers. The carpet's design featured delicate golden daffodils, a motif conceived by artist Cy Gavin. Inspired by the Greek myth of Narcissus and themes of self-recognition, the floral pattern connected beautifully with this year's 'Superfine: Tailoring Black Style' exhibition. Gavin's original painting, 'Untitled (Sky),' transformed these flowers into celestial stars, a concept that set designers Derek McLane and Raúl Àvila adapted for the grand carpet. While Neytt provided the exquisite white base rug, a blank canvas for the Met Gala team's artistic vision, the final product became a symbol of global collaboration grounded in Indian tradition. As celebrities from Pharrell Williams to Savannah James ascended the museum steps, they walked on a carpet that blended Kerala's weaving heritage with contemporary design innovation. It's all in the details: How Indian stars fused cultural heritage with Met Gala spectacle The temporary nature of the installation, destined to be removed after the gala, only heightened its significance as a moment where sustainable practices, artistic vision, and cultural heritage converged on fashion's biggest night. For Neytt, this third collaboration with the Met Gala not only reinforces India's position in global craftsmanship but also showcases how traditional techniques can meet modern luxury in the most spectacular way. – For more on how to look smart and live smarter, follow Emirates Man on Facebook and Instagram Images: Instagram
The Hindu
06-05-2025
- Entertainment
- The Hindu
Kerala firm weaves Met Gala 2025's expansive carpet for the third time
Every year, the Met Gala's carpet goes through its iterations, metamorphosing each time with a new theme. In 2023, one saw a stunning off-white fabric, to be a canvas for the theme of the year: Karl Lagerfeld: A Line of Beauty. In 2025, the red carpet took on a blue hue, dotted with stunning dainty yellow and white daffodils, at the star-spangled event — all so that celebrities could look their dandiest to accommodate the theme: Superfine: Tailoring Black Style. Just like Shah Rukh Khan, who made his debut in an all-black ensemble by designer Sabyasachi, and musician Diljit Dosanjh enthralled in a regal Maharaja-themed outfit; the carpet, too ended up having its moment. Woven by Neytt Homes from Kerala, it took 480 people to work on the carpet for over 90 days to meet the Met Gala standards. But this is not new to Neytt, which had its first Gala outing in 2022. The organisation wove the carpet the following year too. For the employees of the luxury home furnishings brand based in Cherthala, Alappuzha, it is a moment of pride, says Sivan Santhosh, director, Extraweave, the parent company; and CEO of Neytt. 'A lot of care and effort have gone into the carpet. The entire team, across departments, worked together to create this beautiful piece of art,' he says. While it was hand-painted by artists in New York, the white base carpet was sent by Neytt in 57 rolls (of four metres x 30metres). Covering an area of 6,840 square metres, the wall-to-wall carpet was woven from natural sisal fibre imported from Madagascar. Known to be the longest, finest, and whitest of fibres, the artisans at Neytt, had to sort the fibre by hand to avoid shade variations. 'Even a slightly off-coloured thread can show up as a shade variation. We did multiple quality checks to ensure the colour was uniform,' says Sivan. 'The team covered every single detail. The boucle weave (a type of flat weave) was done in a specialised loom. For us, it feels like more than just a carpet. It is a unique confluence of art, fashion and culture,' Sivan adds. Neytt draws from its legacy in the carpeting space. This company was started by Sivan's grandfather K Velayudhan, who set up Travancore Mats and Matting company in 1917. The brand grew over the years, exporting rugs and carpets to places across the world. Sivan's father Santhosh Velayudhan launched Extraweave Pvt. Ltd. two decades ago, taking the business a notch higher with imported machinery and expanding the company's horizons. Neytt, founded by Sivan along with Nimisha Srinivas, works towards creating sustainable rugs and carpets using silk, sisal, seagrass, water hyacinth, lyocell, bamboo silk, linen, and recycled PET. The company also works towards empowering women from the region; over 40% of Neytt's workforce is women, including in leadership roles. 'We have been working closely with the Met Gala team for three years now and we are proud that the carpet we create is a canvas for the iconic event,' says Sivan.
NDTV
06-05-2025
- Entertainment
- NDTV
480 Workers, 90 Days: How Indian Brand Crafted Met Gala Carpet For 3rd Time
Quick Take Summary is AI generated, newsroom reviewed. Kerala brand Neytt created the eco-friendly blue carpet for the 2025 Met Gala, marking their third consecutive year for the event. The 63,000-square-foot design, featuring golden daffodils, aligns with the theme honoring Black fashion history. New Delhi: A Kerala-based brand has created the iconic carpet for the Met Gala thsi year, making it the third time they have crafted it for the global fashion event. Founded by Sivan Santhosh and Nimisha Srinivas, Neytt, based out of Kerala's Alappuzha, was behind the creation of the 63,000-square-foot eco-friendly blue carpet that graced the steps of New York's Metropolitan Museum of Art. The carpet aligned with the 2025 Met Gala theme, "Superfine: Tailoring Black Style", a tribute to the sartorial legacy and history of Black fashion. Curated by Andrew Bolton and inspired by Monica L Miller's book Slaves to Fashion, the exhibition spanned fashion narratives from the 18th century to the present day. Neytt's blue carpet design reflected the theme, featuring a royal blue base with golden daffodils. The design was biodegradable, made using natural sisal fibres hand-sorted from Madagascar. The brand also shared a clip on social media where global celebrities were seen walking the carpet they created. "No big deal-just our rug at The Met, again," they wrote on Instagram. They also thanked their team, calling them the "real heroes behind the scenes, who brought it all to life." View this post on Instagram A post shared by Neytt (@ Neytt co-founder Sivan Santhosh revealed key details of the massive project. "Manufactured using the finest and the best quality natural sisal fibre hand sorted from Madagascar in boucle weave, we sent 57 rolls of 4 x 30 metres for this project - totaling 6,840 square metres," he told The Indian Express. "480 people across different departments worked on the carpet for close to 90 days to perfect the weave and finish as per Met Gala standards," he added. The base carpet was manufactured in Kerala, and then hand-painted by artists in New York, Mr Santhosh added. The creative direction for the carpet was reportedly provided by artist Cy Gavin. The achievement is another milestone for Extraweave, the parent company of Neytt, which has been supplying the Met Gala carpet for three years now - 2022, 2023 and 2025. This year's Met Gala saw a strong Indian presence, with Shah Rukh Khan, Kiara Advani and Diljit Dosanjh making their debut. Priyanka Chopra and Natasha Poonawalla returned in signature styles.
