: The Appliances Business of Godrej Enterprises Group seeks to engage more deeply with Kerela’s consumers this Onam by entrenching its products deeper in the local customs with Kasavu friendly washing machines and Sadya ready large-capacity refrigerators.
The brand unveiled its 'Tested for Kasavu, Trusted by Kerala' washing machine promotions to celebrate Kasavu, Kerala's iconic handloom saree and a cherished part of Onam celebrations. The campaign supports revival of handloom love and encourages consumers to wear their treasured handlooms with pride, even beyond special occasions.
Based on Godrej’s ‘Handloom Dilemma Report’, Kochi ranked among India's most handloom-loving cities, with 94% of respondents expressing a growing interest in handlooms. Despite their fondness for handlooms, more than 85% handloom owners in the city expressed concerns around washing these delicate fabrics, often limiting how frequently these treasured weaves are worn.
To encourage people to wear handlooms often and worry less about its wash care, innovative installations with Kasavu-clad mannequins grabbed people’s attention across some of Kochi's most-loved public spaces - at Edappally Metro Station, PVR Lulu Mall, Crossword at Lulu Mall, and Mocha Art Café. Each installation showcased the beauty of Kasavu, its deep cultural connect and was paired with a standee bearing an interactive QR code that addressed the consumer dilemma around washing delicate handloom fabrics. The initiative aimed to educate people about Godrej’s Handloom Friendly Front Load Washing Machines which have been tested to wash Kasavu and 25 other Indian handloom fabrics at home. The brand also recognizes the extensive food preparations and the resulting need for higher food storage space across Kerela homes ahead of Onam Sadya celebrations, highlighting its high-capacity advanced side by side refrigerators as apt aids in this context.
Speaking about the initiative, Swati Rathi, Head of Marketing, Appliances Business of Godrej Enterprises Group, said "Every Indian festival has its own unique customs. Kasavu and Sadya are inseparable from Onam celebrations. As a brand that has been partnering Indian homes since 1958, we recognize the rich legacy of these traditions and have kept them at the heart of our product innovation and subsequent Onam promotions. Our ‘Handloom Dilemma’ report revealed how Kerela’s consumers deeply value their handloom, but fear of damage makes them tuck it away. With Kasavu tested, handloom friendly Godrej washing machines, we hope to inspire consumers to wear and celebrate Kerela’s Kasavu more often. Similarly, our high capacity, AI powered, side by side refrigerators are equipped with a convertible zone and offer excellent storage organisation, equipped them for the extensive food storage needs during Sadya preparation. To take the happiness quotient higher, almost the entire portfolio comes with the Godrej promise of 5 years of comprehensive warranty guaranteeing peace of mind.”
Apart from the limited period mannequin installations, a specially designed canter van is traveling across Kochi through the festive month, bringing the campaign closer to people across the city. Godrej has also unveiled a striking OOH installation featuring a Kasavu saree flowing out of a Godrej washing machine, symbolising the harmony between tradition and modern fabric care. The brand has also engaged influencers to amplify the narrative and build a deeper connect with its Kerela customers.
