Woolmark partners with Ajio Luxe and Tata CLiQ Luxury for merino promotion

Woolmark has unveiled "Merino Reimagined," a major strategic campaign developed in partnership with India’s leading luxury e-commerce platforms, Ajio Luxe and Tata CLiQ Luxury, to highlight the modern versatility and high-performance attributes of Merino wool. The initiative aims to shift long-held perceptions of wool as a winter-only material by showcasing it as a year-round, premium, and technologically advanced natural fibre suited for contemporary lifestyles.

The launch marks Woolmark’s third consecutive year of collaboration with Ajio Luxe and its first partnership with Tata CLiQ Luxury, reflecting a unified approach to engaging India’s expanding luxury and lifestyle consumer base.

“India’s luxury consumer is highly discerning and increasingly seeks investments that blend performance, quality, sustainability and style. Our collaboration with Ajio Luxe and Tata CLiQ Luxury is essential to unlocking Merino wool’s full potential in this market,” said John Roberts, managing director, Woolmark. “By spotlighting Merino across athleisure and year-round dressing, we are dismantling outdated perceptions of seasonality and reaffirming its status as the world’s most versatile natural luxury fibre.”

The campaign with Ajio Luxe, which is currently live, focuses on performance and athleisure, promoting Merino wool as a high-tech fibre engineered for active, dynamic living. Under the message "Merino Wool Crafted for Motion," the platform spotlights the fibre’s breathability, moisture management, and natural odour resistance—all attributes that align with India’s fast-growing athleisure and sportswear segments.

Running concurrently, Tata CLiQ Luxury highlights Merino wool’s year-round versatility, celebrating its lightweight drape, elegance and adaptability across climates. Through curated edits and premium brand showcases, Tata CLiQ Luxury presents Merino pieces as sustainable, timeless wardrobe investments designed for diverse Indian seasons and refined daily dressing.

Leaders across Woolmark, Ajio Luxe and Tata CLiQ Luxury emphasised that the initiative represents a shared commitment to reimagining modern luxury in India, at a time when consumer expectations are evolving rapidly. Together, the partners aim to elevate the profile of Merino wool as a future-forward, sustainable and premium material suited for the next generation of Indian luxury shoppers.