Wool promotion on India’s largest luxury e-retailer
Woolmark in November launched a successful, new joint marketing campaign with Ajio Luxe, India’s largest luxury e-retailer, to increase sales of Merino wool products in what is now the world’s most populous country.
After China, India is the largest importer of Australian wool, and the country is well-known for its premium textile manufacturing. But as well as being an important wool manufacturing hub, India is also an increasingly important consumer market for Australian wool.
The population of India has surpassed that of China to make it the most populous country on the planet. Furthermore, its economy is the fifth largest in the world and one of the fastest growing of major economies.
To capitalise on the growing luxury apparel market in India, Woolmark recently launched a 2½ month marketing campaign with India’s largest luxury e-retailer, Ajio Luxe, which has one million daily active users. The campaign follows on from a successful joint campaign held the previous year.
A selection of Anaita Shroff Adajania’s picks of travel-inspired looks using Merino wool garments.
Launched in November, the new campaign on the Ajio Luxe website and app featured more than 1,100 unique styles of wool apparel which is a 25% increase in styles from the previous year, from nearly 60 brands which is a 25% increase in number of brands from the previous year, reflecting Ajio Luxe’s increasing confidence in wool products.
The marketing campaign received an impressive 31 million impressions (the number of times it was seen online), and the value of wool sales during the campaign increased by 28% compared to the same period last year.
“The campaign successfully increased consumer awareness to drive sales of Merino wool apparel amongst luxury online shoppers in India during the autumn/winter season. This is the time of year in India when many festivals, weddings and parties are held, which drive apparel purchases,” said AWI Senior Marketing & Business Development Manager India, Ajay Pradhan.
Celebrity endorsement of marketing campaign
Well-known Indian celebrity fashion stylist Anaita Shroff Adajania was the face of the joint marketing campaign on India’s largest luxury e-retailer, Ajio Luxe.
The campaign featured one of the leading voices within India’s fashion community, Anaita Shroff Adajania. The former fashion director for Vogue India is a well-known celebrity stylist, movie costume designer and actress in India.
Banners on the Ajio Luxe home page and womens’ page highlighted the wool campaign and pointed people to a special landing page that contained Anaita’s curated pick of travel-inspired looks using Merino wool garments. The landing page also included information about Woolmark and Merino wool. Importantly, this special landing page pointed customers through to the area of the online platform where they could purchase wool apparel.
There was also another special page titled ‘Winter Ready with Anaita Shroff Adajania’, on which the celebrity stylist talked about the potential of wool as a fibre for the future, as a luxury go-to fabric and for its eco-credentials. This page also pointed to areas of the e-commerce store to purchase wool products.
“When making a fashion choice for my clients or myself, I look for materials that are timeless, versatile and natural. Fibres, like wool, help me achieve all of these.”
Anaita Shroff Adajania, celebrity fashion stylist
“Having Anaita Shroff Adajania as the face of the campaign, a well-known A-list celebrity who resonates luxury and sustainability, gave the campaign a huge boost that helped extend the reach, engagement and positioning of the campaign,” Ajay said.
The campaign was also amplified by posts on Ajio Luxe’s social media channels, and notifications sent to Ajio Luxe’s e-newsletter subscribers and app users.
Ajio Luxe is a part of Reliance Group, the largest business conglomerate in India. Woolmark’s collaborations with Ajio Luxe have strengthened Woolmark’s relationship with Reliance Brands Limited which could prove valuable for wool in India because the company is the exclusive master franchise of most domestic and international luxury brands in India.
This article appeared in the Autumn 2025 edition of AWI’s Beyond the Bale magazine that was published in March 2025. Reproduction of the article is encouraged.
