Woolmark Partners with Ajio Luxe and Tata CLiQ Luxury to Showcase Merino Wool’s All-Season Versatility
Mumbai, November 24, 2025: Woolmark has launched a strategic collaboration with India’s top luxury e-commerce platforms, Ajio Luxe and Tata CLiQ Luxury, to highlight the performance, versatility, and year-round appeal of Merino wool. The new campaign, “Merino Reimagined,” aims to reshape consumer perception by positioning Merino as a modern luxury fibre suitable beyond winter wear.
Dual Campaign Strategy
The partnership builds on three years of successful collaboration with Ajio Luxe and introduces Woolmark’s first campaign with Tata CLiQ Luxury. Together, they are targeting India’s expanding premium fashion audience.
The Ajio Luxe campaign, now live, spotlights Performance and Athleisure under the message “Merino Wool Crafted for Motion.” It showcases Merino wool’s breathability, moisture management, and natural odour resistance, making it ideal for sportswear and active lifestyles.
Meanwhile, Tata CLiQ Luxury focuses on Year-Round Wearability, celebrating Merino’s lightweight comfort, climate adaptability, and premium elegance. Curated fashion pieces demonstrate Merino’s ability to deliver timeless style across all Indian weather conditions.
Leadership Insight
John Roberts, Managing Director, Woolmark, said:
“India’s luxury shoppers value performance, quality, sustainability, and style. Our collaboration with Ajio Luxe and Tata CLiQ Luxury unlocks Merino wool’s true potential. By showcasing Merino in athleisure and year-round fashion, we are breaking outdated assumptions about seasonality and reinforcing its status as the world’s most versatile natural luxury fibre.”
A Shared Vision
The initiative reflects a collective commitment to redefining contemporary luxury in India, aligning with evolving consumer demand for responsible and high-performance materials.
