This Independence Day, the Appliances Business of Godrej Enterprises Group is paying tribute to India’s handloom traditions, extending its “Tested for Handlooms” initiative with a multi-city outdoor installation spotlighting distinctive regional weaves. Each installation celebrates a specific fabric and its connection to the region it represents – Patola from Gujarat, Pochampally from Hyderabad, Mysore Silk from Bengaluru, Jamdani from Kolkata and Bhagalpuri from Bihar.
The campaign reinforces the brand’s commitment to handloom care through its AI-powered Front Load Washing Machines, which feature a dedicated Handloom Wash programme tested on more than 25 Indian handloom fabrics across as many as 25 washes. The aim, the company says, is to give consumers greater confidence to care for their handlooms at home and continue wearing them with pride, rather than setting them aside for special occasions alone.
“India’s handlooms symbolise the country’s rich craftsmanship and cultural heritage, with each weave carrying a story of its own,” said Swati Rathi, Head of Marketing, Appliances Business of Godrej Enterprises Group. She added that Godrej’s focus has always been on building technology that is genuinely made for India and addresses real consumer needs, and that the OOH campaign is meant to celebrate the diversity of India’s handlooms while making it easier for people to preserve and embrace them at home.
By tying cultural preservation to everyday appliance technology, the campaign frames fabric care as more than routine maintenance – positioning it as a way of keeping regional craft traditions alive, visible and part of daily life, rather than confined to heritage or ceremony.
