Australian textile major Woolmark is eyeing an entry into the handloom and weaving clusters of Gujarat and Manipur to increase the import of its premium merino wool into India.

In its efforts to explore other markets for wool, Woolmark has also entered into a collaboration with the Tirupur Exporters Association. As of today, seven companies have begun manufacturing knitwear using wool.

To further boost imports, Woolmark has also announced the second phase of its Grown In Australia, Made In India initiative. The campaign will highlight the farm-to-fashion journey of merino wool from Australia to India. The campaign aims to connect stakeholders, including brands, manufacturers and the government, across the supply chain with consumers joining the journey from this year.

The campaign will be a four-month long project starting from September and ending in December. Through this initiative, the company will bring to light the different stakeholders of its journey– the Kullu weavers of Himachal Pradesh, the wool shawl and knitwear industry and its collaboration with commercial brands who have endorsed merino wool in India.

Merino represents 55,000 wool makers of the island country. While a majority of India's suit and knitwear products already use Australia's premium merino wool, Woolmark anticipates further growth in the domestic market share.