Priyank Gupta on the hidden Indian connection behind Game of Thrones and The Lord of the Rings

Netflix dramas of the decade like Game of Thrones and Lord of the Rings trace back to India in ways that wouldn’t be your first guess. And that too, to a three-generation-old family business in Jodhpur that now simply defines who they are. “A truly magical moment came during a recent visit to Hobbiton in New Zealand, the iconic set of The Lord of the Rings. As we wandered through the beautifully crafted town, we spotted our pieces used as props. Seeing our creations seamlessly integrated into this fantastical world was both surreal and incredibly gratifying,” says Priyank Gupta, the third-generation entrepreneur at Traditional Handicrafts Centre (THC).

Long before sustainability became a global priority, THC was already embedded in the philosophy of responsible craftsmanship—creating pieces that celebrated the environment, and proved that timeless design could thrive with respect for the earth. Architecture+Design chats with Priyank Gupta, exploring the journey of Traditional Handicrafts Centre, their unique design approach, and how they have championed sustainability long before it became a trend, all while working on projects that have graced some of the world’s most iconic sets.

1. THC has been a legacy brand since 1965. Can you take us back to its inception and share how your grandfather, Shri RC Gupta, laid its foundation? 

Priyank Gupta: THC’s legacy traces back to the vision of my grandfather, Shri RC Gupta, who made a significant shift from his conventional 9-5 job to pursue something he was deeply passionate about. His journey began with a fascination for antiques, particularly vintage arms and ammunition. This passion led him to start collecting and dealing with these rare and unique items, which marked the beginning of his business venture. His deep knowledge of Rajputi culture, coupled with a keen interest in weapons from different cultures, allowed him to share his collections with various galleries and museums, offering a cultural perspective that had not been seen before.

At the time, Jodhpur wasn’t known for its handicraft industry, but my grandfather was among the first to establish the foundation of what would become a thriving sector here. His work set the tone for THC’s future, and as the business expanded, we transitioned from dealing in antiques to focusing on handmade Indian handicrafts. This pivotal shift took place in the late 1970s when my father, Mahendra Gupta, got involved in the business. Under his leadership, THC took on a new dimension, moving towards larger-scale production and international recognition. The combination of my grandfather’s pioneering spirit and my father’s innovation allowed us to grow and eventually bring these authentic products to the world stage. It is this legacy of passion and craftsmanship that has shaped THC into what it is today.

2. What was the initial vision for THC, and how has it evolved over three generations?

Priyank Gupta: The original vision behind THC was to collect and promote unique, one-of-a-kind pieces that reflected the rich cultural heritage of India. My grandfather’s interest in rare antiques laid the groundwork for this vision, and as the business evolved under my father, Mahendra Gupta, the focus shifted towards sustainability and authenticity. In the late 1970s, my father expanded the scope of THC by establishing 32 sourcing points across India, where we began collecting reclaimed timber—particularly teakwood—which would later become one of our signature materials. This move allowed THC to not only promote traditional craftsmanship but also emphasise sustainability long before it became a global buzzword.

With the third generation—myself and my siblings—the focus shifted further towards integrating sustainability into every aspect of the business. We began creating furniture and flooring from reclaimed wood, which became the hallmark of our offerings. Throughout these changes, the essence of THC has always been rooted in authenticity—whether it’s the raw materials, the handmade finishes, or the commitment to quality. Our journey reflects a growing awareness of our role in preserving traditional crafts while adapting to the needs of contemporary design.

3. You just mentioned that your father introduced sustainability long before it entered the global conversation. What inspired this approach, and how has it defined THC’s identity over the years?

Priyank Gupta: Growing up in Rajasthan, he was exposed to the local communities and culture, where resourcefulness and sustainability were ingrained in everyday life. The use of local sand to create water filter pots is just one example of how sustainability has always been at the heart of his values. He understood early on that raw materials should be reclaimed and reused, rather than discarded, and this philosophy extended to our work at THC.

His dedication to using reclaimed wood, particularly teakwood, was a natural progression. These materials have stood the test of time, both in terms of durability and quality, and we have always believed that products made from these sustainable materials tell a deeper story. By focusing on reclaiming wood that is rich in history and character, we have been able to create pieces that are not only beautiful but also environmentally responsible. Over the years, sustainability has become a key defining feature of THC’s identity, with over 95% of our manufacturing focusing on eco-friendly products. This approach has allowed us to stay true to our roots while being responsible stewards of the environment.

4. Your global education and exposure must have offered fresh perspectives. How have these experiences helped you elevate THC to new heights?

Priyank Gupta: My siblings and I have had the privilege of studying abroad, which has greatly influenced how we view design and craftsmanship. Education in global design schools exposed us to a variety of aesthetic perspectives and broadened our understanding of how design can be both functional and beautiful. Our experiences have allowed us to appreciate the diversity of cultures and understand how different communities interact with design in their unique ways. This exposure helped us realise the importance of blending aesthetics with practicality to create pieces that resonate across cultures.

We have always been well-travelled, and through our global education, we developed an appreciation for how our products could be adapted to various cultural contexts. This has been invaluable as we expanded THC’s reach to international markets. Understanding how design preferences vary across the world has allowed us to tailor our creations to meet the needs of our clients, whether they are located in Europe, the United States or Asia. The insights gained from these experiences have contributed to the elevated quality and innovation of our product while staying grounded in the traditional craftsmanship that THC is known for.

5. Sustainability and craftsmanship are deeply personal to you. Is there a specific project or moment that reinforced the importance of these values in your life?

Priyank Gupta: For me, the importance of sustainability and craftsmanship is not tied to a single moment but is a culmination of experiences, many of which stem from the values instilled in me by my family. Growing up, I witnessed my father’s dedication to using reclaimed materials and promoting eco-friendly practices in our business. He taught me that sustainability is not just about the products we create but about the lifestyle we lead.

My mother, in particular, played a pivotal role in shaping my perspective. Her compassion for our community and her commitment to nurturing a sense of togetherness left a lasting impression on me. She showed me that the smiles of the artisans we work with and the well-being of their families are as significant as the products we make.

One moment that stands out is seeing the pride in the faces of our artisans when a project they worked on was showcased on an international stage. Their hard work and dedication, combined with our sustainable practices, allowed us to create something extraordinary. Witnessing the ripple effect of their success on their families and the larger community has been a powerful reminder of why we do what we do.

6. From Game of Thrones to Lord of the Rings and the T2 Airport project in Mumbai, THC has created pieces that have made waves globally. Can you share the story of how these collaborations came to life?

Priyank Gupta: At THC, we have a very hands-on approach to collaborations. When agents and designers come to us, we give them the full THC experience. We walk them through the history of our products and showcase the variety of unique pieces we offer. This deep connection to our craft and the authenticity of our materials often resonates with our collaborators. Once they select the pieces they are interested in, we discuss the finishes, repairs, and any customisations that might be required to suit their specific needs.

Our collaboration process is unique because we only use 90% reclaimed wood for our products, which gives each piece a distinctive patina that cannot be replicated. For example, during our work on projects like Game of Thrones and Lord of the Rings, we were able to offer them pieces that had a deep, historical character due to the nature of the reclaimed materials. The variety of products we source from different parts of India allows us to provide a wide range of textures, finishes and designs, which made these collaborations particularly successful.

The relationships we built with retailers and vendors across the globe, often through our travels, helped us connect with clients in these large-scale productions. We worked on these projects in the same manner that we worked on all our pieces—by ensuring quality, authenticity and customisation. Whether it’s a piece of furniture for a film set or a grand installation for an airport, THC’s commitment to craftsmanship and sustainability remains at the core of every project we undertake.

7. Working on Game of Thrones and Lord of the Rings must have been an exciting experience. Could you share an anecdote or behind-the-scenes moment from these collaborations that stands out?

Priyank Gupta: Collaborating on Game of Thrones and Lord of the Rings was not only a thrilling opportunity but also a deeply rewarding journey. The selection process for such large-scale productions was extensive, intense and full of excitement. It involved presenting our vast collection of handcrafted, reclaimed wood pieces to the creative teams. They carefully evaluated each item for its authenticity, historical value and ability to blend seamlessly into the rich, fantasy-driven worlds of these iconic stories.

One memorable aspect of these projects was the level of confidentiality involved. The details of the projects were kept tightly under wraps, which added an air of mystery and excitement to the entire process. We were often working on pieces without fully knowing how or where they would be used, but we trusted in our craftsmanship and the creative vision of the filmmakers. A truly magical moment came during a recent visit to Hobbiton in New Zealand, the iconic set of The Lord of the Rings. As we wandered through the beautifully crafted town, we spotted our pieces used as props. Seeing our creations seamlessly integrated into this fantastical world was both surreal and incredibly gratifying.

These experiences not only reinforced our commitment to craftsmanship but also highlighted the power of storytelling and how our heritage pieces can play a role in creating worlds that captivate audiences globally. It’s moments like these that remind us of the impact of our work and inspire us to continue pushing the boundaries of what’s possible.

8. What were some of the challenges in designing pieces for such large-scale productions? Did you have to adapt your creative process to meet their unique requirements? 

Priyank Gupta: Designing pieces for productions like Game of Thrones and Lord of the Rings presented both unique challenges and opportunities for innovation. A lot of the selected pieces came from our one-of-a-kind collections, which already had the character and authenticity required to align with the storytelling and visual aesthetics of these fantasy worlds. However, the scale and specific requirements of these projects demanded a tailored approach.

We have a standardised process for all our clients, which became particularly crucial for such large-scale collaborations. Once the production teams shared their requirements, we worked closely with our designers to create customised solutions. The process involved extensive sampling, constant communication, and an iterative feedback loop. Sampling was especially critical, given the intricate details and high expectations. We conducted video calls, shared professional photographs of the samples, and made adjustments until the designs were fully approved.

One of the significant challenges was the extensive customisation required, often within tight timelines. The production process began with sorting through old timber to identify usable parts. This step alone was meticulous, as we aimed to retain most of the original wood’s character while ensuring it met the quality standards. After cleaning and processing the wood, we crafted the pieces, added the desired finishes, and conducted rigorous quality checks. Every detail had to align with the production’s vision, from the patina of the wood to the precise dimensions and finishing touches. The logistics of meeting large production quantities while adhering to tight deadlines also required careful planning. Depending on the scale of the order, timelines ranged from one to four months, requiring seamless coordination across sourcing, production, and shipping.

Ultimately, the challenges pushed us to elevate our craftsmanship and refine our processes. These collaborations underscored the importance of adaptability, precision, and a client-focused approach, enabling us to deliver pieces that seamlessly became part of cinematic history.

9. Reclaiming wood is a defining feature of THC. Can you share the journey of sourcing raw materials from old buildings and turning them into something extraordinary?

Priyank Gupta: Sourcing reclaimed wood is one of the most significant aspects of our business, and it’s something we’ve been doing for decades now. At any given time, we will have up to 1,200 tons of reclaimed timber in stock. For us, this wood is like gold—natural, seasoned, and full of character, with a history that makes each piece unique. The process of sourcing these materials is meticulous and requires a great deal of effort. We have established strong relationships with government auctioneers, builders and demolition companies who help us identify old buildings slated for demolition, which may contain valuable timber.

Our team works diligently to salvage wood from these structures, ensuring that it is carefully extracted without damaging its integrity. This reclaimed wood has often been part of buildings that are hundreds of years old, meaning that the grain patterns and patina are unlike anything you would find in new materials. Once the wood is reclaimed, we bring it to our facilities, where it undergoes a careful process of cleaning, restoration, and drying before it is used in our furniture and flooring. This process ensures that the wood retains its original character and durability while also being repurposed in a way that supports sustainability.

Over the years, we have developed a robust network of sources for reclaimed timber, particularly teakwood, which has become a signature material for THC. It is this wood that we believe holds the key to creating extraordinary products—whether it’s a piece of furniture for a home, a hotel, or even a large-scale project like an airport. The beauty of reclaimed wood is that no two pieces are alike, and we take great pride in transforming these raw materials into functional, beautiful works of art that tell a story of their own.

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