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Amritsar, November 19, 2014 (Black Studio): The Woolmark Company is collaborating with Shoppers Stop to promote wool and woolen apparel in India. Starting November 20th till December 15th Shoppers. Stop customers will be treated to the finest woolen apparel at select Shoppers Stop stores. Customers who spend more than Rs.6000 on woolen apparel will go into a draw to win an exciting trip to Sydney, Australia.

This partnership allows The Woolmark Company to reconnect with consumers, showcasing the versatility of wool and reinforcing the luxury, style, comfort and safety benefits of Merino wool apparel. This campaign will be rolled out in key Shoppers Stop outlets across 11 cities in the country including Delhi, Mumbai, Chandigarh, Kolkata, Bangalore, Jaipur, Lucknow, Jalandhar, Amritsar, Ludhiana, and Pune.

The campaign entails several engaging, ground-level activities and marketing mechanisms such as in-store promotions, digital media and branding that will create interest, educate and expose consumers to a range of quality woolen apparel and woolen brands stocked by Shoppers Stop.

Ms. Arti Gudal Country Manager at The Woolmark Company said “Consumers in India recognize wool but the inherent capabilities, strength and the dynamics of the fibre are not well known. We have been constantly engaging with various labels and designers through innovative initiatives to drive awareness, build affinity and create excitement amongst the Indian and global fashion fraternity but with this campaign we clearly aim to inform a new generation of consumers the natural attributes and benefits of Merino wool and establish it as the fibre of choice for fine, contemporary fashion. We feel that a step taken ahead with this campaign will certainly raise wool’s profile amongst discerning consumers in India.”

She further said “We are extremely delighted to be associated with Shoppers Stop which has been known for offering premium fashion and lifestyle services, innovatively across the country. With its huge in-store customer database, we are confident that we will successfully reach out to all our relevant consumers with the right message.”

Talking about the program and the partnership Mr. Vinay Bhatia, Customer Care Associate and Executive Vice President Marketing, Loyalty and Analytics, Shoppers Stop Ltd. said, “We are delighted to partner with The Woolmark Company in this effort to promote and reinforce the use of wool and woolen apparel. The Woolmark Company is the leading custodian of wool quality standards and an established brand in the global fashion fraternity. We are delighted to give our customers the opportunity to indulge in the signature Woolmark experience.”

Reputed brands in the Indian woolen and apparel industry such as Apollo Shawls, Bhutti Weavers Co-operative society limited, Monte Carlo, Oswal Knit (India) Ltd, Rage Knit, Shingora Textiles Limited are also significantly contributing to the campaign by promoting the Australian Merino wool across regional markets in India.

Mr. P.L Seth Owner of Apollo Shawls and General Secretary of Shawl Club India said, “Woolmark is the iconic mark of quality of wool. We are delighted to be a part of their licensee program as it’s in perfect aggregation with our brand value quality and long lasting performance. Campaign aimed at consumers is a great initiative by the Woolmark Company and Shopper Stop as there is a clear need to raise and develop breadth for Merino Wool in India. As one of the leading pioneers of the shawls industry in Amritsar we are delighted to support the Woolmark Company in this initiative and with our in depth market knowledge, we are confident that the partnership between Shopper Stop with Woolmark company will create relevance and drive interest among consumers to purchase quality led Merino Wool in India. We wish them all the best.”

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