Youth like handloom clothes but fear washing them, Godrej Appliances survey finds

India's traditional handloom textile industry appears to be reviving, with interest in handloom clothes growing among Gen Z and millennials. One worry, however, keeps them from wearing such clothes every day: how to wash them, and whether they will be damaged in the wash. A new study by Godrej Appliances has brought this to light.

The appliances business of the Godrej Enterprises Group carried out the consumer survey in collaboration with Twentify India. It was titled "The Handloom Dilemma".

Of the Gen Z and millennial respondents, 95 per cent said wearing handloom clothes is a symbol of Indian culture and tradition, and that they feel proud of it. More than 88 per cent said they feel a strong attraction to handloom clothes now, compared with the past two to three years.

Despite the growing interest, use remains limited. Young people prefer to wear these clothes mainly on festivals, at family functions or on special occasions rather than every day. Nearly 70 per cent use handloom only at family events.

Even though they want to buy and wear handloom clothes, how to care for and wash them is the biggest difficulty facing young people. Fearing that delicate fabric will be spoiled in a machine, most wash these clothes by hand at home.

More than 50 per cent wash a garment only after wearing it two to three times. Many put off washing for a long time. Some only clean stains, or air-dry the garment and wear it again.

As many as 97 per cent of the young respondents said plainly that if handloom clothes could be washed safely and easily in a machine, they would buy more of them and wear them regularly.

Godrej Appliances made India's first refrigerator in 1958. The company says it has combined consumer needs with eco-friendly technology in many products, including washing machines, air conditioners and microwave ovens. It serves customers through more than 950 service centres and more than 4,000 "SmartCare" experts across the country. Based on the survey, the company says it will focus on finding simple solutions for the safe washing of delicate handloom clothes.