On the occasion of National Handloom Day, the Appliances Business of Godrej
Enterprises Group has unveiled findings from
its 'Handloom Dilemma’ – a consumer survey conducted in
partnership with Twentify India, which studied the usage, attitude and awareness of Indians with respect to handlooms revealing a gap
between the consumers' stated love for India's handloom fabrics versus their actual awareness and usage.
Handlooms are a symbol of India’s diverse culture
and heritage representing centuries of regional artistry. The 'Handloom Dilemma
Study' reveals
that ~80% Indians claim to love handlooms and are in fact more drawn toward
these fabrics today than earlier. In a surprising finding, Gen Z shows a
stronger love for handlooms than Gen X, reflecting growing interest in these handlooms.
Despite
the love, lack of awareness (echoed by 81%) and fabric care worries plague
consumers. 70% wash their handlooms by hand or give it for dry cleaning which
makes is time consuming and expensive and hence, the effort of maintenance
stacks at the top of barriers. Perhaps this is why handloom is still seen foremost as occasion wear - coming
out of the wardrobe mostly on the big days: family functions (71%), festivals
(69%), temple visits (67%), weddings (64%) rather than regular days (36%).
These are largely occasion clothes, tied to the moments that matter most. The thought of damaging a delicate weave
during washing is
perhaps
enough to keep their favourite handloom sari or shirt or kurta safely tucked
away in the wardrobe.
The study, however, points towards an
encouraging opportunity.
An
overwhelming 97% say they would wear and buy more handloom if washing it were
easier and safer.
To
address the care challenge, Godrej has introduced Handloom Friendly Gentle Wash feature in its AI-powered Front Load Washing Machines
that are tested to safely wash 25+ handloom fabrics from across India. Powered
by advanced AI Technology, these machines are designed to deliver gentle wash
cycle suited to delicate fabrics. 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 testing sought
to demonstrate the machines' ability to care for a diverse range of Indian
handloom textiles at home.
Commenting on the initiative, Kamal Nandi,
Business Head, Appliances Division, Godrej Enterprises Group, said: "Our
Handloom Dilemma Study underscores the cultural value consumers place on
India's rich handloom heritage but also reveal a chasm when it comes to how often
they are actually worn and how much they know about these handlooms. At Godrej,
we believe thoughtful innovation can help bridge at least some of this gap. By
making handlooms easier to care for in our AI powered washing machines, we aim
to support and encourage the revival of Handloom love among all Indians.”