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Bindu D. Menon

New Delhi, Oct. 2 Australian Wool Innovation (AWI) is in talks with Reliance Industries to develop specialised fabric for men’s wear.

Besides mulling the introduction of its popular shower suit in India by next year, the company said India will be a major beneficiary of its $120 million investments earmarked for marketing activities.

“We are looking at India as a possible outsourcing base for finished garments. Currently, India is the third biggest importer of merino wool after China.

“AWI will be making an investment of $120 million over the next three years for brand building and marketing of which at least 10-15 per cent will be pumped into the country,” Mr Pascal Senkoff, AWI Regional General Manager (Asia), told Business Line.

He said the company is looking at transforming merino wool from its traditional use to a more adaptable fibre for applications ranging from innerwear to vintage fashion statements.

“AWI will develop an innovative range of super lightweight Australian Merino wool and linen-blended fabrics, created specifically for the summer season and warmer climate regions of the world,” Mr Senkoff said.

In India, it has a technical collaboration with Raymond to develop machine-washable suits. “We are looking at a similar tie up with Reliance where in we aim to develop wool polyester blend fabric for the men’s trouser.”

AWI, which recently acquired the Woolmark, will now focus on working closely with brands and retailers to deliver wool products more easily to the consumers.

On its innovative shower suit — which have been designed to be cleaned under the shower head — Mr Senkoff said the company is looking to introduce the product in India by next August.

The suit can be sprayed in a warm shower for three to four minutes and drip dries within a few hours at room temperature.

More Stories on : Strategy | Textiles | Wool | Reliance Industries Ltd

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