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

Established in 1935, the business evolved from a luxury retailer serving royal families in India to a leading exporter to Europe and the United States, forging a remarkable legacy. Badr Deen Banday spearheaded this transformation with a vision of creating exceptional carpets and introducing them to the world. In 1947, following India's partition, Badr relocated to Pakistan, where he founded 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 overseen by artisans who bring imaginative designs and sophisticated colors to life. We also source from high-end manufacturers globally. Ethical practices guide our actions, ensuring fair wages, safe working conditions, and the empowerment of artisans. Our rugs are woven without forced or child labor, prioritizing animal welfare at their core. We minimize our environmental impact by using natural fibers, recycled materials, and plant-based dyes, creating responsibly made goods that honor the art form at its finest.