Kolkata, 13th October 2026: With festivities round the corner, the Appliances Business of Godrej Enterprises Group extends its ‘Tested for Handlooms, Trusted by India’ initiative by celebrating one of Bengal’s most iconic handlooms ‘Jamdani’ through an immersive mannequin-led activation in Kolkata. The campaign supports revival of handloom love and encourages consumers to wear their treasured handlooms with pride, even beyond special occasions.
According to Godrej’s ‘Handloom Dilemma Report’, in Kolkata 95% of respondents saw handlooms as a symbol of the city’s culture and heritage and felt proud to wear them; and 77% said they love handlooms and look for occasions to wear them. Despite their fondness for handlooms, more than 85% handloom owners in Kolkata expressed concerns around washing these delicate fabrics.
Therefore, to encourage consumers to wear their handlooms more often without the worry of washing them, Godrej brought innovative mannequin-led installations across some of Kolkata’s most-loved public spaces – at Barista Park Street, South City Mall and PVR Mani Square. Each installation featured a Jamdani-clad mannequin celebrating this handloom’s deep cultural connect, alongside a standee bearing an interactive QR code that addressed the dilemma around washing delicate handloom fabrics. The initiative also highlighted Godrej’s Handloom Friendly Front Load Washing Machines, which have been tested to wash Jamdani and 25 other Indian handloom fabrics safely at home.
Speaking about the initiative, Swati Rathi, Head of Marketing at Appliances Business of Godrej Enterprises Group said, “Handlooms are deeply woven into India’s cultural identity, yet the care that these delicate fabrics require can often make consumers hesitant to wear them more frequently. Through our ‘Tested for Handlooms, Trusted by India’ initiative, we want to bridge this gap by bringing handloom care closer to everyday life. With Jamdani being such an integral part of Bengal’s heritage, and Durga Puja being a festival where everyone in the city dresses up, our Kolkata activation is a carefully timed effort to celebrate this beautiful weave while reassuring consumers on the ease of washing and maintaining them. Our Handloom Friendly Washing Machines are designed to make caring for these fabrics easier at home, helping keep the love for India’s handlooms alive for generations to come. With this initiative we hope to contribute in our small way to the revival of handloom love in India”.
