Kolkata, 14th October 2026: With festivities round the corner, the Appliances Business of Godrej Enterprises Group extends its ‘Tested for Handlooms, Trusted by India’ initiative by celebrating one of Bengal’s most iconic handlooms ‘Jamdani’ through an immersive mannequin-led activation in Kolkata. The campaign supports revival of handloom love and encourages consumers to wear their treasured handlooms with pride, even beyond special occasions.
According to Godrej’s ‘Handloom Dilemma Report’, in Kolkata 95% of respondents saw handlooms as a symbol of the city’s culture and heritage and felt proud to wear them; and 77% said they love handlooms and look for occasions to wear them. Despite their fondness for handlooms, more than 85% handloom owners in Kolkata expressed concerns around washing these delicate fabrics.
Therefore, to encourage consumers to wear their handlooms more often without the worry of washing them, Godrej brought innovative mannequin-led installations across some of Kolkata’s most-loved public spaces – at Barista Park Street, South City Mall and PVR Mani Square. Each installation featured a Jamdani-clad mannequin celebrating this handloom’s deep cultural connect, alongside a standee bearing an interactive QR code that addressed the dilemma around washing delicate handloom fabrics. The initiative also highlighted Godrej’s Handloom Friendly Front Load Washing Machines, which have been tested to wash Jamdani and 25 other Indian handloom fabrics safely at home.
Speaking about the initiative, Swati Rathi, Head of Marketing at Appliances Business of Godrej Enterprises Group said, “Handlooms are deeply woven into India’s cultural identity, yet the care that these delicate fabrics require can often make consumers hesitant to wear them more frequently. Through our ‘Tested for Handlooms, Trusted by India’ initiative, we want to bridge this gap by bringing handloom care closer to everyday life. With Jamdani being such an integral part of Bengal’s heritage, and Durga Puja being a festival where everyone in the city dresses up, our Kolkata activation is a carefully timed effort to celebrate this beautiful weave while reassuring consumers on the ease of washing and maintaining them. Our Handloom Friendly Washing Machines are designed to make caring for these fabrics easier at home, helping keep the love for India’s handlooms alive for generations to come. With this initiative we hope to contribute in our small way to the revival of handloom love in India”
About Appliances Business of Godrej Enterprises Group
Appliances business of Godrej & Boyce, part of Godrej Enterprises Group is one of the leading Home Appliances players in India. It was the first Indian company in 1958 to manufacture refrigerators and since then the brand has expanded its portfolio across several categories like Air Conditioners, Washing Machines, Microwave Ovens, futuristic Thermo-electric cooling solutions, Air Coolers, Deep Freezers, highly specialized Medical Refrigerators, Dishwashers, and the specialized Insulin Cooler. This portfolio has been powered by the driving philosophy of ‘Things Made Thoughtfully.’
Environment protection is a core value at Godrej and our products and processes are based on both human-centric design and planet-centric design. Both manufacturing units of the Appliances business of Godrej Enterprises Group became the first in India to win the coveted Platinum Plus Green Co. certification for their pioneering eco-friendly practices. The brand takes pride in its carefully designed products and environment-friendly technologies. Further to this, it promptly provides the best-in-class consumer – rated after-sales service through 950+ service centres and 4000+ SmartCare service experts pan-India.
