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Beyond the Bale : September November 2009
India's largest private-sector company, Reliance Industries Ltd, might not be a household name in Australia, but with annual revenue of US$32 billion -- equivalent to the revenues of American Express, Coca Cola, Apple and DuPont -- it is the type of partner with which AWI is keen to do business. Last month AWI began a joint marketing campaign with Reliance in India. The campaign is promoting an innovative range of trans-seasonal wool/polyester worsted suiting that has antibacterial properties. The Fresca range is Wool Blend-certified. A modest campaign investment of $90,000 by AWI is being more than matched by Reliance, with the textile giant's spending on marketing totalling many times more than AWI's investment. AWI regional manager for Asia Pascal Senkoff says collaboration with key decision-makers in the apparel industry such as Reliance, helps AWI deliver a strong return for Australian woolgrowers. "In this campaign, AWI is leveraging marketing funds in an extremely efficient manner. It is a very cost-effective way of operating," Pascal says. "Reliance is a Fortune Global 500 company and the largest private-sector company in India. By working 'business to business to consumer' through targeted campaigns like this, AWI is making more Australian Merino wool available at retail." The Fresca product is produced by Reliance under its flagship textile brand 'VIMAL'. It is being sold in VIMAL's 400 retail outlets across India; plus it is being distributed to thousands of multi-brand outlets across the country. Fresca's major feature is its antibacterial, 'feel fresh' properties. It is ideal for executive apparel in hot and humid climates such as in India's larger commercial centres like Mumbai, Chennai and Kolkata. Media activity for the autumn/winter 2009-10 season began at the start of August and will run to the end of November 2009. In the first 12 months of the campaign, Reliance expects to sell thousands of metres of fabric in the Indian domestic market, and forecast this will increase to more than one million metres over the next two to three years. Export sales are also possible. More information: www.ril.com; www.wool.com/market Anti-bacterial suits not to be sniffed at KEY POINTS l AWI is co-funding a joint marketing program with Reliance Industries in India for a wool/polyester blend with antibacterial properties. l It is a Woolmark-certified product bearing the Wool Blend logo. 8 SELLING MORE WOOL September -- November 2009 BEYOND THE BALE Reliance expects to sell more than one million metres of fabric over the next two to three years in the Indian domestic market.
June August 2009