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 trumps Gen X when it comes to love for handlooms auguring well for handloom revival.
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 handlooms 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.
There is good news though, the relationship of Indians with handlooms is evolving. 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 cycles 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.”
