Godrej unveils AI powered ‘Tested for Handlooms’ washing machines

Godrej Enterprises Group’s Appliances Business has launched a new initiative titled ‘Tested for Handlooms’, positioning its AI powered front load washing machines as handloom friendly and supporting the revival of India’s traditional textile heritage.

Announced ahead of Republic Day, the initiative aims to make the care of delicate handloom fabrics easier for consumers, thereby encouraging more frequent use of traditional textiles such as Banarasi silk, Patola, Pochampally Ikat, Jamdani, Paithani, Bandhani, Chikankari and Muga silk, among others.

Godrej said its advanced front load washing machines have been tested on 25 handloom fabrics from across India, with the gentle wash programme evaluated for up to 25 wash cycles. The fabrics were assessed not only through visual inspection but also through microscopic analysis at 40x magnification to check structural integrity and acceptable levels of wear and tear.

According to the company, the initiative addresses a key barrier to wider adoption of handloom garments: the perception that such fabrics require high maintenance and can only be hand washed or dry cleaned.

Kamal Nandi, Business Head, Appliances Business, Godrej Enterprises Group, said the programme reflects the company’s “designed for India” approach. “Indian handlooms need collective support for revival. Through this initiative, we aim to give consumers the confidence to wear and care for handloom fabrics more often,” he said.

Swati Rathi, Head Marketing, Appliances Business, added that the initiative aligns with Godrej’s focus on developing technology tailored to Indian lifestyles and cultural practices.

The company said the ‘Tested for Handlooms’ positioning will be integrated into its premium washing machine portfolio as part of its broader brand communication.