Godrej Introduces ‘Tested for Handlooms’ Initiative to Promote Everyday Use of Traditional Fabrics

Mumbai: The appliances business of Godrej Enterprises Group has launched a new initiative aimed at supporting the revival of India’s handloom sector by making traditional fabrics easier to care for in everyday household settings.

Under the initiative, titled Tested for Handlooms, Godrej has tested its AI-powered front-load washing machines for their ability to gently wash a wide range of Indian handloom fabrics. The company said the programme is intended to address a key consumer concern—maintenance difficulty—which often discourages regular use of handloom clothing.

India’s handloom heritage spans centuries and varies across regions, from Kasavu of Kerala and Mysore silk of Karnataka to Pochampally Ikat of Telangana, Paithani of Maharashtra, Chikankari of Uttar Pradesh, Bandhani of Gujarat and Rajasthan, and Muga silk of Assam. While these fabrics form an integral part of India’s cultural identity, industry observers note that handloom usage has declined due to perceptions of fragility and high upkeep.

According to Godrej, its front-load washing machines have been tested on 25 different handloom fabrics, including Banarasi silk, Patola silk, Jamdani and Pochampally Ikat. The testing involved up to 25 wash cycles using a gentle wash programme, followed by detailed evaluation of fabric integrity through visual inspection and microscopic analysis at 40x magnification to assess wear and tear.

Kamal Nandi, business head of the appliances division at Godrej Enterprises Group, said the initiative reflects an attempt to bridge technology with tradition.

“Indian handlooms need collective effort for revival. By designing washing machines suited to Indian fabrics, we hope to encourage people to wear and value handlooms more frequently, without the fear of damage,” he said.

Swati Rathi, head of marketing for the appliances business, said the programme aligns with the company’s focus on India-specific product design.

“With the ‘Tested for Handlooms’ initiative, we are trying to make handloom care more accessible for households, allowing consumers to maintain these fabrics confidently at home,” she said.

The initiative has been rolled out ahead of Republic Day, a period when demand for traditional attire typically rises. Godrej said the programme is part of its broader effort to promote culturally relevant innovation while responding to changing consumer lifestyles.

Industry experts note that such initiatives, if widely adopted, could help improve demand for handloom products by reducing reliance on dry cleaning and encouraging more frequent wear, thereby indirectly supporting artisan livelihoods.