Brands
Godrej backs Indian handlooms with washing machine technology
MUMBAI: This Republic Day, Godrej brought modern washing technology to the care of Indian handlooms.
The appliances business of Godrej Enterprises Group rolled out its ‘Tested for Handlooms’ initiative, blending AI-powered laundry technology with centuries-old textile traditions. The idea was simple yet quietly radical: make caring for handloom fabrics easy enough for everyday life, so they could be worn more often, not saved for special occasions.
India’s handloom story stretches across states and centuries. From Kerala’s Kasavu and Assam’s Muga silk to Paithani, Bandhani and Pochampally ikat, these fabrics are cultural heirlooms, some even recognised by Unesco. Yet many remained trapped in wardrobes, sidelined by the fear of damage and the hassle of dry cleaning.
Godrej set out to change that perception. Its advanced front-load washing machines were tested on 25 handloom fabrics from across the country, including Banarasi silk, Patola, Jamdani and ikat. Using a gentle wash programme, the machines successfully cleaned each fabric for up to 25 washes, with performance assessed not only visually but also under 40x microscopic magnification to check fibre strength and wear.
In short, the machines passed the handloom test.
Godrej Enterprises Group business head of the appliances division Kamal Nandi, said the initiative sat at the intersection of heritage and progress. When technology respected tradition, he noted, it became easier to preserve what mattered while moving forward.
Head of marketing for the appliances business Swati Rathi, added that the campaign reflected Godrej’s long-standing focus on solutions designed for Indian homes and habits. By removing the anxiety around maintenance, the brand aimed to help consumers feel confident wearing handlooms more frequently.
The message was carried beyond showrooms through a striking multi-city outdoor campaign. One installation featured oversized handloom fabrics flowing out of a front-load washing machine, turning a familiar appliance into a cultural canvas. Branded cabs with local handloom textiles peeking out of their doors added a tactile, street-level touch.
Actress Dia Mirza, known for her advocacy of conscious and sustainable living, fronted the social media outreach. A digital film, influencer storytelling and in-store displays completed the mix, creating a campaign that felt as much about pride as it did about products.
In a market obsessed with the new, Godrej’s bet was refreshingly old-fashioned: take something timeless, treat it with care and give it a reason to be part of everyday life again.
Brands
Hyundai India posts record February sales of 66,134 units
Domestic sales hit 52,407 (plus 9.8 per cent YoY) and exports 13,727 (plus 24.8 per cent YoY) in Feb 2026.
MUMBAI: Hyundai India just floored the accelerator because when February sales hit an all-time high, even the calendar wants to take a victory lap. Hyundai Motor India Limited (HMIL) reported its highest-ever February sales since inception, clocking 66,134 units in February 2026, a robust 12.6 per cent year-on-year growth. The figure comprises domestic sales of 52,407 units (up 9.8 per cent YoY) and exports of 13,727 units (up 24.8 per cent YoY), marking the strongest February performance for both total and domestic volumes in the company’s history.
HMIL MD & CEO Tarun Garg said, “We kicked-off 2026 on a high note achieving our highest-ever monthly sales in January and the momentum continues in February. With a total sales (domestic plus exports) of 66,134 units, the highest for any February in our history, we posted a robust growth of 12.6 per cent YoY. This includes domestic sales of 52,407 units, also the highest-ever February sales since inception.”
The results reflect HMIL’s strong product momentum, growing export footprint, and focus on connected technology and ownership experience as the company nears 30 years in India. As one of the country’s leading passenger vehicle makers, the February numbers underline sustained demand across segments and markets, with exports showing particularly sharp acceleration.
In a market where every month counts toward yearly targets, HMIL’s February surge isn’t just a number, it’s proof that when the road gets busy, Hyundai knows exactly how to keep the pedal down and the smiles wide.
