Mumbai, 29th Jan 2026: This Republic Day, the Appliances Business of Godrej Enterprises Group takes a meaningful step towards reviving India’s timeless handloom legacy through its ‘Tested for Handlooms’ initiative. With its handloom friendly front-load washing machine technology, the brand is making handloom care effortless, encouraging fellow Indians to celebrate our handloom fabrics and wear them more frequently with pride.
Every Indian state has its own handloom fabric- Kasavu from Kerala, Mysore Silk from Karnataka, Pochampally Ikkat from Telangana, Paithani from Maharashtra, Chikankari from Lucknow, Bandhani from Guiarat & Rajasthan, Muga Silk from Assam and several others, with some having been recognized by UNESCO as well. These handwoven traditions, many of them originating centuries earlier are an integral part of Indian’s rich and diverse culture. Despite this, the handloom sector is in urgent need of revival, and we need consumers to patronise handlooms far more. However, handlooms are often seen by people as high maintenance. Most people rely only on hand wash or dry cleaning due to concerns around fabric damage, consequently wearing and buying handloom fabrics less often.
To address these concerns and make everyday handloom care easier, Godrej has tested its AI Powered advanced Front Load Washing Machines successfully for twenty-five handlooms from different parts of India, ranging from Banarasi Silk and Patola Silk to Pochampally Ikat and Jamdani. The machine’s gentle wash program is now proven to wash as many as twenty-five handloom fabrics with utmost care for as many as 25 washes*. The fabrics have been subjected not just to visual checks by a team but also examined under the microscope at 40x magnification, to assess the fabric’s structural integrity for acceptable levels of wear and tear.
The initiative was being brought alive through a beautifully crafted multi city OOH campaign. As part of the outdoor campaign, an innovative hoarding was also erected, featuring larger-than-life size handloom fabrics flowing out of Godrej’s front load washing machine to depict the handloom friendly wash technology – creating a compelling visual. The Indianness aspect was accentuated further, with the choice of colours of the handloom fabrics. To offer consumers a closer, more immersive engagement with the campaign, specially branded cabs featuring the washing machines were rolled out with the city’s local handloom fabric jutting out from the cab door. The brand has also collaborated with Bollywood actress Dia Mirza for social promotions. The choice of Dia Mirza as an influencer was based on her close association with conscious sustainable living. Further strengthening its reach, the initiative is being supported by a digital film, amplified social media storytelling, and in-store activations with creative product displays—delivering a cohesive and engaging consumer experience across touchpoints.
Commenting on this initiative, Kamal Nandi, Business Head – Appliances Division of Godrej Enterprises Group, summarised, “It is only when technology meets our traditions that we can preserve what matters and pioneer progress for generations. Indian handlooms need our collective efforts for its revival, and with our ‘designed for India’ washing machines, we encourage Indians to wear and flaunt their beautiful handlooms more often, with confidence and pride.”
Further, Swati Rathi, Head – Marketing, Appliances Business of Godrej Enterprises Group, said, “At Godrej Enterprises, we have always been committed to technology that is truly made for India. With this ‘Tested for Handlooms’ initiative, we are making it easier for Indian consumers to care for their handloom fabrics at home, with their Godrej washing machines.”
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 Washing Machines, Air Conditioners, 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.
To learn more visit: https://www.godrejenterprises.com/home-appliances
