Born in Kashmir—often called Heaven on Earth—Deens traces its roots to a land of breathtaking valleys, snow-capped mountains, lush meadows, and serene lakes. Nestled within the majestic Himalayas, this princely state holds some of the world’s most enchanting landscapes. It was here that our forefathers commenced their journey as merchants of Kashmir’s most prized treasures: handwoven cashmere and silk carpets.

Established in 1935, the business evolved from a luxury retailer catering to royal families into a leading exporter, forging a remarkable legacy. Badr Deen Banday spearheaded this transformation with a vision of making exceptional carpets and bringing them to a global audience. In 1947, following India's partition, Badr relocated to Pakistan, where he created 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 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 high-end manufacturers in the United States, Europe, and New Zealand. Ethical practices guide our actions, guaranteeing fair wages, safe working conditions, and the empowerment of artisans. Our rugs are woven without forced or child labor, placing animal welfare at their core. We minimize our environmental impact by utilizing natural fibers, recycled materials, and plant-based dyes, creating responsibly made goods that honor the art form at its finest.