NE BUSINESS BUREAU
CHENNAI, OCT 2
This festive season, Godrej Enterprises Group (GEG) is making laundry smarter, safer, and more efficient for Indian households with the launch of its AI-Powered Turbidity Sensing Technology in its premium front load washing machines.
The innovation is designed to solve a daily challenge that homemakers often face but rarely talk about — detergent residue in clothes, which not only dulls fabrics but can also cause skin irritation for family members.
- New technology promises 50% better detergent removal, fabric-friendly care, and festive offers to delight homemakers
- Targets 40% growth in the overall washing machine category and 60% in the premium front load segment in this festive season
- The launch is backed by festive offers, including extended warranties of up to 4 years, easy EMIs, and cashback options
With up to 50% better detergent residue removal, the new technology ensures softer clothes, brighter colours, and better skin safety — a feature particularly important for children’s and elderly clothing. The washing machines also come with a host of intelligent features tailored for modern households:
- Water level and load sensing to save water and energy
- Foam detection and drum balancing for consistent performance
- Automatic tub clean reminders to keep the machine hygienic
- Spin speed optimization for faster drying and reduced wear and tear on clothes
“Detergent residue is a silent problem that affects both garments and skin health,” said Maneesh Sharma, Product Group Head, Washing Machines, Godrej Enterprises Group. “Our AI-powered solution makes laundry truly worry-free by combining smart automation with fabric care and sustainability.”
For homemakers, the innovation translates into less effort, healthier clothes, and longer-lasting fabrics, all while reducing wastage.
The launch is backed by festive offers, including extended warranties of up to 4 years, easy EMIs, and cashback options. With this strategic rollout, Godrej is targeting 40% growth in the overall washing machine category and 60% growth in the premium front load segment this season.
The new AI-powered front load range, designed and made in India, is now available in leading retail outlets and online platforms at prices starting from ₹51,000 (MRP).