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
Oyo parent Prism appoints former Sebi chief Ajay Tyagi to Board
Former market regulator joins Prism to strengthen governance for IPO
NEW DELHI: Prism, the parent entity of Oyo, has appointed former Sebi chairman Ajay Tyagi as an independent director, as the hospitality firm gears up for its planned Rs 6,650 crore initial public offering (IPO).
Tyagi, a 1984-batch IAS officer, served as chairman of the Securities and Exchange Board of India (SEBI) from 2017 to 2022. His appointment is aimed at strengthening the company’s governance framework and providing strategic oversight as it moves closer to a public listing.
He joins a high-profile board that already includes several prominent names from global business and policy circles. These include Troy Matthew Alstead, former CFO and group president of Starbucks; Aditya Ghosh, co-founder of Akasa Air; Deepa Malik, paralympic athlete and Padma Shri awardee; William Steve Albrecht, professor of accountancy at Utah State University; and Bejul Somaia, partner at Lightspeed Venture Partners.
Prism founder Ritesh Agarwal, said Tyagi’s experience in capital markets regulation and public-institution stewardship will be critical as the company scales operations and enhances long-term accountability.
The company recently filed preliminary papers with Sebi to raise Rs 6,650 crore through a confidential route. Market sources estimate its valuation will be in the range of $7 billion to $8 billion.
Over the course of his career, Tyagi has held senior roles in the ministry of finance, where he oversaw investment policy and financial-sector reforms. His induction to the Prism board signals a renewed focus on aligning the company’s internal standards with the stringent requirements of public markets as it advances toward its IPO.
