The Appliances Business of Godrej Enterprises Group has taken a significant step toward reviving India’s rich handloom heritage with its ‘Tested for Handlooms’ initiative. The move combines advanced AI-powered front-load washing machine technology with a cultural mission — to make handloom care effortless and encourage Indians to wear their traditional fabrics more frequently and proudly.
India’s textile landscape is deeply diverse, with each state boasting its own distinctive handloom traditions — from Kasavu of Kerala and Mysore Silk of Karnataka to Pochampally Ikat of Telangana, Paithani of Maharashtra, Chikankari of Lucknow, Bandhani of Gujarat and Rajasthan, and Muga Silk of Assam. Despite their cultural and historical significance, many handloom fabrics are perceived as high maintenance, often requiring hand washing or dry cleaning. This perception has limited their everyday use and purchase.
To address this concern, Godrej has tested its advanced front-load washing machines on 25 different handloom fabrics, including Banarasi Silk, Patola Silk, Pochampally Ikat and Jamdani. The machines’ gentle wash program has been validated for up to 25 washes, ensuring minimal wear and tear. Beyond visual inspection, the fabrics were also examined under a microscope at 40x magnification to assess structural integrity and acceptable levels of fabric stress.
Kamal Nandi, Business Head – Appliances Division, stated that preserving India’s handloom traditions requires collective effort and that technology designed specifically for Indian needs can play a pivotal role. Swati Rathi, Head – Marketing, Appliances Business, emphasised that the initiative reflects the company’s commitment to technology that is truly made for India, enabling consumers to care for handloom fabrics conveniently at home.
The Appliances business of Godrej & Boyce, part of Godrej Enterprises Group, has been a leading player in India’s home appliance sector since 1958, when it became the first Indian company to manufacture refrigerators. Over the decades, the portfolio has expanded to include washing machines, air conditioners, microwave ovens, thermo-electric cooling solutions, air coolers, deep freezers, medical refrigerators, dishwashers and insulin coolers — all guided by its philosophy of ‘Things Made Thoughtfully’.
Environmental protection remains central to the company’s operations, with both manufacturing units earning Platinum Plus GreenCo certification for eco-friendly practices. With over 950 service centres and more than 4,000 SmartCare service experts across India, the brand continues to combine innovation, sustainability and consumer-focused design while reinforcing the revival of India’s timeless handloom traditions.
