Godrej Aligns Technology with India’s Handloom Revival Story

The Appliances Business of Godrej Enterprises Group takes a meaningful step towards reviving India’s timeless handloom legacy through its ‘Tested for Handlooms’ initiative. With its handloom friendly front-load washing machine technology, the brand is making handloom care effortless, encouraging fellow Indians to celebrate our handloom fabrics and wear them more frequently with pride.

Every Indian state has its own handloom fabric- Kasavu from Kerala, Mysore Silk from Karnataka, Pochampally Ikkat from Telangana, Paithani from Maharashtra, Chikankari from Lucknow, Bandhani from Guiarat & Rajasthan, Muga Silk from Assam and several others, with some having been recognized by UNESCO as well. These handwoven traditions, many of them originating centuries earlier are an integral part of Indian’s rich and diverse culture. Despite this, the handloom sector is in urgent need of revival, and we need consumers to patronise handlooms far more. However, handlooms are often seen by people as high maintenance. Most people rely only on hand wash or dry cleaning due to concerns around fabric damage, consequently wearing and buying handloom fabrics less often.

Environment protection is a core value at Godrej and our products and processes are based on both human-centric design and planet-centric design. Both manufacturing units of the Appliances business of Godrej Enterprises Group became the first in India to win the coveted Platinum Plus Green Co. certification for their pioneering eco-friendly practices. The brand takes pride in its carefully designed products and environment-friendly technologies. Further to this, it promptly provides the best-in-class consumer - rated after-sales service through 950+ service centres and 4000+ SmartCare service experts pan-India.