Handcrafted Merino excellence from India

Taroob is a young brand from the Punjab region of northwestern India, an area known for its manufacturing of wool textiles. The brand produces handcrafted shawls, scarves, stoles, capes, jackets and accessories.

In particular, the brand specialises in the heritage craft of embroidery using various traditional Indian patterns and techniques, but in modern and contemporary silhouettes that complement both Indian and Western attire. The artisans who handcraft the brand’s products have often inherited their craft from parents and grandparents, infusing an authenticity and uniqueness into the garments.

Targeting young and fashion conscious consumers, the colours used in its products are vibrant and bright yet sophisticated.

Taroob is focusing on growing its business through a strategy of premiumisation – and to enhance the value of its products, the brand has chosen to use Merino wool.

“Derived from Merino sheep, Merino wool is celebrated worldwide for its unmatched quality. Australian Merino wool is 100% natural, renewable, and biodegradable, offering unique fibre properties that elevate your wardrobe,” the brand highlights on its website.

“Taroob is committed to sustainability. Wool is the epitome of eco-friendly fibres. It aligns seamlessly with our dedication to luxury that lasts.”

Woolmark provides in-kind support

An online banner on the Taroob website promoting Taroob’s Woolmark-certified collection made from Merino wool.

Woolmark is providing in-kind support to help the brand sell its Woolmark-certified Merino wool products via the e-commerce store on the Taroob website and also via traditional physical retailers.

“Woolmark’s in-kind marketing support for Taroob is a cost-effective way of helping the brand promote its commercially available wool products,” said AWI Senior Marketing & Business Development Manager India, Ajay Pradhan.

“Woolmark’s in-kind contribution included providing advice on product quality improvements and marketing strategy. Taroob is now utilising Woolmark marketing collateral such as imagery, video and information to raise awareness amongst consumers of the premium qualities and eco-credentials of Australian Merino wool, thereby increasing sales of its Merino wool products.

“Taroob is also highlighting the quality endorsement provided by the Woolmark brand, not only on its website but also through the use of Woolmark tags on its garments that are for sale in physical stores.”

Taroob proudly announces on its website the partnership with Woolmark: “This collaboration marks a milestone in our journey toward excellence, uniting woolgrowers, mills, brands, and customers in a shared commitment to unparalleled quality.”

The Taroob website has promotional content and imagery on its home page that points to a special Woolmark landing page that contains information about the benefits of Merino wool, the meaning of Woolmark certification, the source of premium Merino wool in Australia, and the sustainability credentials of the fibre.

Importantly, a special online Wool Shop is highlighted on the Taroob website. From here, customers can buy the brand’s many wool products.

The digital aspect of the promotion is complemented by Taroob promotions through its social media channels.

More information: www.taroob.in

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.