Woolmark joins forces with Ajio Luxe and Tata Cliq Luxury to promote Merino wool in India

Woolmark has partnered with Indian e-commerce giants Ajio Luxe and Tata Cliq Luxury to launch a collaborative and strategic campaign to promote Merino wool titled “Merino Reimagined.”

 
Designed to transform consumer perceptions around wool, the campaign highlights the versatility and advanced performance capabilities of Merino wool, presenting it as a material for the modern shopper. The campaign also positions the fibre as a year-round wardrobe staple, not just a winter option.
 
“India’s luxury consumer is highly discerning and increasingly seeks investments that blend performance, quality, sustainability, and style,” said Woolmark’s managing director John Roberts in a press release. “Our collaboration with Ajio Luxe and Tata Cliq Luxury is essential to unlocking Merino wool’s full potential in this market. By spotlighting Merino across athleisure and year-round dressing, we are dismantling outdated perceptions of seasonality and reaffirming its status as the world’s most versatile natural luxury fibre.”

Woolmark has partnered with Reliance’s Ajio Luxe for the past three years, but this is its first tie up with Tata Group’s Tata Cliq Luxury. The campaign aims to capture India’s luxury and lifestyle market as part of a collective commitment to redefine modern luxury in India.
 
With Ajio Luxe, Woolmark’s core message is “Merino Wool Crafted for Motion” and its focus area is performance wear and athleisure- promoting Merino wool as odour resistant and breathable among other qualities. With Tata Cliq Luxury, Woolmark’s theme is “Merino Reimagined,” focusing on the style, comfort, and climate adaptability of lightweight Merino garments.