Godrej Backs Handloom Revival with ‘Tested for Handlooms’ Washing Machine Initiative

The Appliances Business of Godrej Enterprises Group has launched the ‘Tested for Handlooms’ initiative, linking appliance technology with the preservation of Indian handloom traditions. The initiative centres on Godrej’s AI-powered front-load washing machines, positioned as suitable for washing handloom fabrics, with the aim of making handloom care more accessible and encouraging more frequent use of traditional textiles.

India’s handloom heritage spans across regions, including Kasavu from Kerala, Mysore Silk from Karnataka, Pochampally Ikat from Telangana, Paithani from Maharashtra, Chikankari from Lucknow, Bandhani from Gujarat and Rajasthan, and Muga Silk from Assam, among others. Several of these traditions have received international recognition, including UNESCO listings. Despite this cultural significance, handloom usage has declined in everyday wear, partly due to perceptions that such fabrics require specialised care through hand washing or dry cleaning, limiting regular usage.

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To address these concerns, Godrej tested its AI-powered front-load washing machines on twenty-five handloom fabrics sourced from different parts of the country, including Banarasi Silk, Patola Silk, Pochampally Ikat and Jamdani. According to the company, the machines’ gentle wash programme was assessed across multiple wash cycles, with fabrics undergoing both visual inspection and microscopic examination at 40x magnification to evaluate fibre integrity and levels of wear and tear.

The initiative has been rolled out through a multi-city outdoor campaign supported by digital and in-store activations. Outdoor elements include large-format hoardings depicting handloom fabrics flowing out of washing machines and specially branded cabs displaying regional handloom textiles. The campaign is also supported by a digital video, social media content and influencer-led storytelling, along with in-store product displays designed to highlight handloom-compatible wash settings.

Commenting on the initiative, Kamal Nandi, Business Head – Appliances Division, Godrej Enterprises Group, said, “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, 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.”

The campaign positions appliance usage as part of a broader conversation on sustaining traditional crafts, linking everyday household practices with the larger goal of supporting India’s handloom ecosystem.