This Republic Day, Godrej Appliances has launched a new initiative aimed at preserving India’s rich handloom heritage by making everyday care of traditional fabrics easier. Through its ‘Tested for Handlooms’ campaign, the brand is introducing AI-powered front-load washing machines that are specifically designed to handle delicate Indian handloom textiles.
India’s handloom fabrics-from Kerala’s Kasavu and Maharashtra’s Paithani to Mysore Silk, Pochampally Ikat, Chikankari, Bandhani and Muga Silk-carry deep cultural value, yet are often worn sparingly due to the effort required to maintain them. Most consumers rely on hand washing or dry cleaning, limiting regular use. Godrej aims to change this behavior by making handloom care convenient and accessible at home.
As part of the initiative, Godrej tested its washing machines on 25 different handloom fabrics sourced from across the country. Each fabric underwent detailed evaluation, including examination under a 40x microscope, to ensure it could withstand multiple washes without damage. The testing process reinforces the brand’s focus on blending technology with Indian lifestyle needs.
The campaign is being amplified through a high-impact, multi-city rollout. Visual elements include hoardings that depict handloom fabrics flowing out of Godrej washing machines, cabs wrapped in local textile designs, a digital film, social media storytelling and in-store displays. Together, these touchpoints bring the initiative to life across urban landscapes and retail spaces.
Commenting on the launch, Kamal Nandi, Business Head – Appliances Division, Godrej Enterprises Group, said the initiative reflects the brand’s belief that technology must work hand in hand with tradition. He added that the machines are designed to help Indians wear handlooms with confidence and pride.
Swati Rathi, Head – Marketing, Appliances Business, Godrej Enterprises Group, noted that the initiative demonstrates Godrej’s commitment to creating technology that is truly made for India, enabling consumers to care for handloom fabrics effortlessly at home.
