Woolmark moving into second phase of promotion in India

GUJARAT – Australia’s Woolmark Company has announced the second phase of its successful "Grown In Australia, Made In India" initiative. The key campaign will continue to highlight the farm-to-fashion journey of Merino wool grown in Australia before being transformed into fashion pieces in India, championing both the woolgrowers of Australia and the handloom sector of India.

"The campaign aims to further connect brands, manufacturers and the Government of India across the wool supply chain, and this year will also allow consumers to join the journey," Woolmark said in a statement.

"The second year of the Grown In Australia, Made In India highlights the journey of Merino wool from grassroots to a global level, and is aimed towards driving wool consumption along with manufacturing in India," said Arti Gudal, Woolnaark’s Country Manager for India.

"The campaign will be a four-month-long project, starting from September. We will bring to light the different stakeholders of our journey -- the Kullu weavers of Himachal Pradesh, the wool shawl and knitwear industry and our collaboration with commercial brands that have endorsed Merino wool in India,” he said.  www.woolmark.com/  (ATI).