Godrej's Appliances Highlights Jamdani From Bengal

News Desk, News Nation 360: Godrej Enterprises Group's Appliances Business today announced the launch of its national 'Tested for Handlooms, Trusted by India' campaign in Kolkata, which will see an experiential mannequin-led public activation across high footfall destinations including Barista on Park Street, South City Mall and PVR Mani Square to celebrate Bengal's famed Jamdani weave and address consumer hesitancy around delicate textile care. Inspired by the findings of the company's Handloom Dilemma report which found that while 95 percent of Kolkata respondents feel that handlooms represent an esteemed cultural heritage and 77 percent want to incorporate handlooms into their wardrobes, over 85 percent hesitate due to worries around garment care and washing, the festive campaign features draped Jamdani installations and interactive QR guided education on the special gentle wash cycles of Godrej's Handloom Friendly Front Load Washing Machines which are certified to clean Jamdani in addition to 25 other Indian handloom varieties; contextualising the campaign ahead of Durga Puja, Head of Marketing Swati Rathi said the initiative seeks to leverage product led assurance to enable the transition of treasured heritage textiles from special occasion festive wear to everyday contemporary confidence by demystifying home laundering.

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