Second phase of 'Grown In Australia, Made In India' initiative announced

The Woolmark Company announced the second phase of its successful "Grown In Australia, Made In India" initiative during the Textiles India 2017.

The key campaign will continue to highlight the farm-to-fashion journey of Merino wool, growing in Australia before being transformed into unique fashion pieces in India, and champion both the woolgrowers of Australia and the handloom sector of India.

"The campaign aims to further connect brands, manufacturers and the government of India, present across the wool supply chain and this year will also allow consumers to join the journey," said a statement.

Chris Elstoft, Australian Deputy Commissioner; Aditi Rout, Trade Advisor-Wool from the Ministry of Textiles; Peta Slack Smith, General Manager, Australian Wool Innovation for Corporate Affairs and International Market Access; Arti Gudal, The Woolmark Company Country Manager India; and Shravan Reddy, Wool Ambassador in India, also spoke about using wool driving exports in the domestic market and encouraged this initiative with their support.

"The second year of the Grown In Australia, Made In India highlights the journey of Merino wool from grassroots to a global level, and is aimed towards driving wool consumption along with manufacturing in India," said Arti Gudal.

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

"We are proud to work with the government of India and support the local handloom and textile traditions, especially in wool. Their support has helped sustain India's rich traditions while creating positive employment avenues," she added.

Peta Slack-Smith said: "It is great to see the Grown In Australia, Made In India campaign receive support from the government of India."

"As Australia and India work in tandem and promote the handloom industry. Furthermore, involving the consumers during this phase will spread awareness about Merino wool's endless potential as a trans-seasonal and natural fibre," said Smith.

--IANS

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