The princely state of Kashmir, often referred to as “Heaven on Earth,” is a land of breathtaking valleys, snow-capped mountains, lush meadows, and tranquil lakes. Nestled in the majestic Himalayas, it cradles some of the most picturesque landscapes in the world. In the 1890s, Deens was founded here by our forefathers, who were merchants of the region’s prized cashmere and silk carpets.

Officially registered in 1935, the business evolved from a luxury retailer catering to royal families into a leading manufacturer and exporter, forging a remarkable legacy. Badr Deen Banday spearheaded this transformation with the vision of bringing world-class carpets and rugs to a global audience. In 1947, following India's partition, Badr relocated to Pakistan, where he later established the Carpet Manufacturers and Exporters Association, becoming its first president. He played a pivotal role in shaping the nation’s vibrant carpet industry. Over the decades, under his leadership and that of his three sons, the Deens brand flourished internationally, becoming synonymous with fine quality and opulence.

Today, our production facilities in India, Pakistan, and Nepal are managed by artisans who bring imaginative designs and sophisticated colors to life. We also source from renowned carpet and hardwood makers in the United States, Europe, and New Zealand. Ethical practices guide our actions, ensuring fair wages, safe working conditions, and the empowerment of craftswomen. Our rugs are woven without forced or child labor, placing animal welfare at its core. By utilizing natural fibers, recycled materials, and plant-based dyes, we minimize our environmental impact, creating responsibly made goods that honor the art form at its finest.