NE FEATURES BUREAU
CHENNAI, AUG 14
What happens when a nation that proudly wears its handloom heritage is too scared to wash it? On National Handloom Day, Godrej Enterprises Group’s Appliances Business has put that intriguing contradiction under the spotlight with ‘Handloom Dilemma’, a consumer study powered by Godrej Washing Machines that exposes the gap between Indians’ professed love for handlooms and their actual awareness, usage and willingness to care for them.
- 80% of Indians say they love handlooms, but care fears keep cherished weaves locked inside wardrobes
- Gen Z emerges as a stronger handloom admirer than Gen X, signalling a promising new chapter for India’s textile heritage
- Hand-washing and dry cleaning dominate as 70% cite time, cost and delicate-fabric worries as major barriers
- 97% say easier, safer washing would encourage them to wear and buy more handlooms for everyday life
- Godrej’s AI-powered Handloom Friendly Gentle Wash tested on 25+ Indian fabrics to bridge the care gap
Conducted in partnership with Twentify India, the study explores Indian consumers’ attitudes towards handloom fabrics—and throws up a hopeful signal for the revival of India’s textile heritage: Gen Z is emerging as an even stronger handloom admirer than Gen X.
80% Love Handlooms—But They Mostly Live in the Wardrobe
Handlooms embody centuries of regional craftsmanship and India’s extraordinary cultural diversity. The study reveals that nearly 80% of Indians say they love handlooms, with many saying their attraction towards these fabrics has grown.
Yet admiration does not always translate into everyday wear.
Around 81% cite lack of awareness as a concern, while fabric-care anxiety remains a major barrier. Nearly 70% either hand-wash their handlooms or send them for dry cleaning, making maintenance both time-consuming and expensive.
The result? Handlooms continue to be treated predominantly as occasion wear rather than everyday attire.
From Festivals to Family Functions, Handlooms Wait for the ‘Big Day’
The study reveals that handlooms are most likely to emerge from wardrobes for family functions (71%), festivals (69%), temple visits (67%) and weddings (64%), while only 36% associate them with regular-day wear.
Behind that pattern lies a familiar fear: what if washing damages the delicate weave?
The favourite sari, kurta or shirt therefore often remains safely folded away—admired, preserved and worn sparingly.
But the research also uncovers a powerful opportunity.
97% Say Easier Washing Could Unlock More Handloom Love
A striking 97% of respondents say they would wear and buy more handloom if washing it became easier and safer.
Godrej is seeking to address precisely this care barrier through its Handloom Friendly Gentle Wash feature in its AI-powered front-load washing machines, which have been tested on 25+ handloom fabrics from across India.
The testing involved washing individual textiles for up to 25 cycles, followed by detailed visual inspections and microscopic analysis at 40X magnification to assess acceptable levels of wear and tear.
Powered by advanced AI technology, the machines are designed to deliver gentler wash cycles for delicate fabrics, potentially helping move handlooms from the “special occasion” shelf to the everyday wardrobe.
‘Thoughtful Innovation Can Help Bridge the Gap’
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.”
The message emerging from the study is both cultural and commercial: India may not need to fall in love with handlooms all over again—it may simply need to become less afraid of wearing and washing them.
