Australian woolgrowers, through AWI, have invested in a joint marketing campaign with one of the largest knitwear brands in India, Monte Carlo. Focused on both Mens and Womenswear, the Woolmark branded marketing initiative involves Merino wool and washability guidelines, helping to educate a new generation about the merits of wool.

According to Woolmark Services India Country Manager Subhasis Banerjee the campaign has been very popular, no doubt helped by the offer of a holiday to Australia as part of the initiative.

“India is a great opportunity for wool and through this campaign we are reaching a new generation of consumer, the young up and coming businessmen and women.”

"The Monte Carlo campaign is being run across its 100 Exclusive Business Outlets across India through an extensive advertising strategy, which includes advertisement in 50 national & regional magazines, 21 national & regional news papers and promotions in Bilboards, Metro Stations etc."

"With a fast growing middle-class of some 300 million people and economic growth matching that of China, India has become the second largest destination for Australian wool with 16 million kilograms processed in 2008."

A focus on targeted and leveraged marketing campaigns such as the Monte Carlo program in India are a key feature of Australian Wool Innovation’s efforts to re-ignite demand for wool with India a focus for efforts in both the apparel market for Merino wool and the interior market for broader micron and cross-bred wools.