India, September 1, 2026: India’s enduring love for handloom fabrics is facing an unexpected challenge — how to care for them after they leave the wardrobe.
On the occasion of National Handloom Day, the Appliances Business of Godrej Enterprises Group has unveiled findings from its ‘Handloom Dilemma’ consumer study, conducted in partnership with Twentify India. The study examined Indians’ attitudes, awareness and usage of handloom fabrics and highlighted a significant gap between the affection consumers express for handlooms and how frequently they actually wear them.
According to the study, around 80% of Indians say they love handlooms, with consumers indicating that their attraction towards these traditional fabrics has grown over time. Interestingly, Gen Z showed a stronger affinity for handlooms than Gen X, pointing to a growing interest among younger consumers in India’s textile heritage.
However, this appreciation does not necessarily translate into everyday use.
Care concerns keep handlooms in the wardrobe
The study found that 81% of respondents cited lack of awareness as a concern, while fabric-care difficulties remain one of the biggest barriers to wearing handlooms more regularly.
Around 70% of consumers wash their handlooms by hand or send them for dry cleaning, making their maintenance both time-consuming and, in some cases, expensive.
As a result, handlooms continue to be viewed predominantly as occasion wear. Respondents said they are most likely to wear handloom clothing for family functions (71%), festivals (69%), temple visits (67%) and weddings (64%), compared with just 36% for regular days.
The findings suggest that concerns about damaging delicate fabrics during washing may be encouraging consumers to keep their favourite saris, shirts and kurtas safely stored rather than incorporating them into their everyday wardrobes.
97% say easier washing could encourage greater handloom use
Despite these challenges, the study identifies a significant opportunity for handloom revival.
An overwhelming 97% of respondents said they would wear and buy more handloom products if washing them became easier and safer.
Addressing this challenge, Godrej Appliances has introduced a Handloom Friendly Gentle Wash feature in its AI-powered front-load washing machines. The feature has been tested on more than 25 handloom fabrics from across India, with the aim of providing a gentler washing experience for delicate textiles.
According to the company, each textile underwent up to 25 wash cycles, followed by detailed visual inspections and microscopic analysis at 40X magnification to assess acceptable levels of wear and tear.
The initiative seeks to make the care of diverse Indian handloom textiles more convenient at home while encouraging consumers to use them more frequently.
Bridging the gap between heritage and everyday use
Kamal Nandi, Business Head, Appliances Division, Godrej Enterprises Group, said the study highlights the cultural importance consumers attach to Indian handlooms while also revealing the gap between appreciation and actual usage.
He said Godrej believes thoughtful innovation can help address some of the practical barriers and encourage greater everyday use of handloom fabrics.
The study was commissioned by Godrej Appliances and conducted by Twentify India among more than 1,500 respondents across eight Indian cities, covering North, East, West and South India. The research was conducted in July 2026.
With handlooms representing centuries of regional craftsmanship and cultural heritage, the findings point to a simple but important opportunity: making traditional fabrics easier to care for could help move them from special occasions into everyday wardrobes.
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