Brands
Woolmark rewrites the wool narrative as Indian luxury embraces Merino’s year-round appeal
MUMBAI: Woolmark has thrown down a gauntlet to India’s luxury market, partnering with Ajio Luxe and Tata CLiQ Luxury to rebrand Merino wool as a versatile, high-performance fibre for all seasons. The “Merino Reimagined” campaign marks three consecutive years of collaboration with Ajio Luxe and the first partnership with Tata CLiQ Luxury, capturing India’s fast-growing discerning consumer who demands performance, quality, sustainability and style in one package.
The strategy is two-pronged. Ajio Luxe’s “Merino Wool Crafted for Motion” campaign spotlights the fibre’s technical credentials: dynamic breathability, superior moisture management and inherent odour resistance. The message is clear, Merino is for the active, the athleisure-clad, the contemporary consumer who refuses to compromise between performance and elegance.
Tata CLiQ Luxury takes a different angle, emphasising year-round versatility and refined style. Lightweight Merino garments here transcend the outdated notion of wool as purely winter wear. Instead, they become premium, sustainable wardrobe staples designed for India’s variable climate and the discerning shopper who invests wisely.
Woolmark managing director John Roberts, declared the moment decisive. “India’s luxury consumer is highly discerning and increasingly seeks investments that blend performance, quality, sustainability and style,” he said. “By spotlighting Merino across athleisure and year-round dressing, we are dismantling outdated perceptions of seasonality and reaffirming its status as the world’s most versatile natural luxury fibre.”
The partnership reflects a broader reckoning: Merino wool’s time has come. In a market where perception often outpaces reality, Woolmark is betting that India’s luxury shoppers are ready to think differently about wool. If the campaign lands, it could fundamentally reshape how Indian consumers view this ancient fibre.
Brands
ITC Sunfeast Farmlite launches Sugar Free Cookies range
New variants offer guilt-free indulgence for health-conscious snackers.
MUMBAI: ITC Sunfeast Farmlite is sweetening the deal for biscuit lovers who want to have their cookie and eat it too without the sugar. The better-for-you biscuits range from ITC Foods has expanded its portfolio with the launch of an all-new Sugar Free Cookies line, aligning with the company’s vision of ‘Help India Eat Better’. The range is designed for consumers who are rethinking sugar in their daily snacking but refuse to compromise on taste and indulgence.
The collection debuts with two tempting variants: Choco Nut Cookies and Hazelnut & Oats Cookies. Both are a source of protein and contain no trans-fat, while the Hazelnut & Oats variant is also lactose-free.
ITC Ltd. vice president (marketing), biscuits, foods division, Suraj Kathuria said, “At Sunfeast Farmlite, we believe mindful snacking should never come at the cost of indulgence. With this launch, we are catering to the growing need for guilt-free snacking while delivering a rich, satisfying cookie experience.”
ITC Ltd. vice president & head of food sciences for foods division Dr Shantanu Das added, “We have applied robust food science to develop cookies that are sugar-free while preserving the taste and texture consumers love.”
Each cookie comes in convenient single-serve packs to maintain texture and freshness. Both variants are available in 100g packs priced at ₹100 and can be found on quick-commerce platforms including Blinkit, Swiggy Instamart, and Zepto.
In a market increasingly leaning towards healthier choices, ITC Sunfeast Farmlite’s new Sugar Free Cookies prove that cutting sugar doesn’t mean cutting joy. For the health-conscious yet indulgent snacker, this could be the perfect bite-sized solution.
