Godrej Launches Drive to Support Handloom Revival
Mumbai : The Appliances Business of Godrej Enterprises Group has launched its ‘Tested for Handlooms’ initiative, aimed at promoting the use and care of India’s traditional handloom fabrics. The company said its AI-powered front-load washing machines have been tested on 25 handloom varieties, including Banarasi silk, Patola, Pochampally Ikat and Jamdani, to ensure gentle washing without compromising fabric integrity.
According to the company, the fabrics underwent up to 25 wash cycles and were assessed visually and under 40x microscopic examination to check structural wear and tear. The initiative seeks to address concerns that handlooms are high maintenance, often requiring hand washing or dry cleaning, which discourages frequent use.
Kamal Nandi, Business Head, Appliances Division, said the effort aims to combine technology with tradition to support the revival of India’s handloom sector. Swati Rathi, Head–Marketing, said the initiative reinforces the company’s focus on products designed for Indian needs, enabling consumers to care for handloom garments at home with greater confidence.
