The Azerbaijani Rug Initiative of the Karabakh Foundation examines and calls attention to Azerbaijan's pivotal role in the design and production of "Oriental carpets." The ARI gathers experts, collectors, and the general public with the ultimate goal of assigning proper attributions to the world’s Azerbaijani carpets in showrooms and in museums. Activities include the following:

• Focused gatherings in showrooms highlighting actual rugs and the traditions they represent.
• Articles highlighting Azerbaijani textiles.
• Active introductions of individuals to the world of Azerbaijani carpets.
• Research into traditional Azerbaijani textile designs.
• Portable display featuring Azerbaijani textile production and rug culture.
• Clarifications of attributions for carpets in showrooms, museums, and elsewhere worldwide.