Designed by Curiosity (There is a Curiosity, which has done Marketing for firms like Apple, etc. and I am not sure if these are the same) has come up with a new range of washing machines called the Godrej Eon which has models that have their loaders at an angle of 15degrees from the angle of typical front-loaders. The website lists its advantages as: 

Tilt open Drum

Most ergonomically engineered tilt drum at the Golden Angle of 15° 
1. Completely Convenient
- You dont need to bend or sit down to load and unload clothes in/ from your machine 
2. Resource Efficient 
- Consumes lesser water than regular FLT
3. Wash Effective
- Ensures more thorough cleaning
4. Health Enhancing
- Since you dont have to bend, it prevents back and knee problems

Front-loaders are better than the Conventional Top-loader models. They save energy by letting the water fall back on its own by gravity, thus, using less water, same amount of detergent but more efficiently, since this detergent seeps into the water and makes higher concentrations and cleaning more effective.

This model is 15degrees tilted from the front-loaders. The Advertising guys think of advertising it as ‘Health-Efficient’ because you can load clothes ‘standing’. They want people to buy it because it further satisfies the idea of comfort. 

Since, on an incline, the effective height would be x/cos15. That would mean a higher potential energy and a higher use of energy, although the velocity of the water hitting the clothes would be faster than front-loading machines. If you scroll down the company’s product page provides no information underneath the power consumption only saying that it is more power efficient.  Although the other two were tested, this one wasn’t. It uses less water and washes effectively, but also consumes more power which is misstated under the Power Consumption figure. 

This feels like trading energy for human comfort. The page doesn’t even have BEE’s seal which are standards for energy efficiency in India. In the end, the choice a consumer makes, may not stem out of a concern for the environment (& lighter electricity bills) but out of the design and how beautiful would it make some corner look. This is a weird age to live in.