02 September 2022, Mumbai
Salman Khan is the brand ambassador for Lux Venus. The brand is a part of Lux Industries, one of India’s largest innerwear and outerwear manufacturers. Lux Venus currently has a market share of 15 percent in the men’s innerwear market and expects to double it in the near future.
The company wanted to reposition Lux Venus as India’s highest innerwear and outerwear selling and most loved vest brand and felt there was none better to justify this positioning than Salman Khan.
Lux Industries operates brands like Genx, Lyra, and Onn, among many others, and is one of the largest players in the hosiery business. The company has a better product mix and an increased share of value-added products.
Lux has also been working on improving cost efficiencies. The company has streamlined its supply and distribution network and is working closely with its channel partners and distributors to monitor its working capital cycle. Lux Industries has a market share of 20 percent of the organised industry.
Lux has launched India’s first scented vest range under its brand Lux Cozi. To fight the rising mercury during summers the refreshing scented vests are a landmark product in the men’s innerwear category. Lux aims at doubling production capacity over the next three or four years.
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