The Woolmark Company has joined forces with Indian e-commerce platforms Ajio Luxe and Tata Cliq Luxury to launch a strategic campaign promoting Merino wool, titled Merino Reimagined.
The initiative aims to shift consumer perceptions of wool by showcasing Merino’s versatility, technical performance and suitability for year-round wear, positioning it as a modern, premium material beyond its traditional association with winter clothing.
In a statement, Woolmark managing director John Roberts said the collaboration with the two luxury platforms was pivotal in unlocking the fibre’s potential in India’s evolving luxury market. He said India’s high-end consumers were increasingly seeking products that combine performance, quality, sustainability and style. He added that by highlighting Merino wool in athleisure and all-season dressing, the campaign seeks to challenge outdated views about wool’s seasonality and reinforce its position as the world’s most versatile natural luxury fibre.
Woolmark has worked with Reliance-owned Ajio Luxe for three years, but the partnership with Tata Group’s Tata Cliq Luxury marks its first collaboration with the platform. The joint campaign targets India’s expanding luxury and lifestyle market, aligning with a shared commitment to redefining modern luxury in the country.
As part of the initiative, the messaging with Ajio Luxe centres on Merino Wool Crafted for Motion, spotlighting performance wear and athleisure and promoting Merino’s breathability and odour-resistant properties. Meanwhile, Woolmark’s partnership with Tata Cliq Luxury focuses on Merino Reimagined, emphasising the style, comfort and climate adaptability of lightweight Merino garments.
