New rugs can experience shedding primarily within the first 3-6 months, this is normal and does not mean that your rug is falling apart. This happens when there are excess fibres that was not thoroughly incorporated into yarn during the spinning stage.
Cut loose yarns instead of pulling. Vacuum regularly (twice a month) using suction no bristles. This is best suited to avoid damage on your rug. Blot spills immediately with a damp (not wet) clean cloth that has no previous traces of cleaning solvents.
Avoid using harsh chemicals, excessive scrubbing or submerging into water for longevity. Rotate the rug periodically to help reduce uneven wear, For best results, professional cleaning is ultimately recommended. Seek a nearby cleaner with experience cleaning fine rugs.