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Lux Cozi introduces India’s first ever scented vest range launched by Varun Dhawan

LUX Industries Limited, known for its most latest and attractive product offerings, manufacturing more than 100 products like vests, T-shirts, briefs, boxers, spaghettis, thermals, panties, and leggings in more across 14 major brands comprising a complete range of innerwear for men, women, and children, has yet again launched an innovative innerwear category of the country by pioneering India’s first scented vest range under their flagship brand Lux Cozi. To get rid of this soaring high temperature during summers, the refreshing scented vests will be a iconic product in the men’s inner wear category.

Bollywood heartthrob Varun Dhawan, the rising superstar in Indian Film Industry and the Brand Ambassador for Lux Cozi, today launched the scented vest range in Mumbai. With the new range of vests, Lux Cozi is taking a big step in the process of creating value-based products keeping in mind the necessity and demands of young aspiring Indians. During the launch of the event Varun Dhawan was accompanied by Mr Ashok Todi, Chairman, Lux Industries Ltd., Mr Pradip Todi, Managing Director, Lux Industries Ltd. and Mr Navin Todi, Senior Vice President, Lux Industries Ltd.

Speaking in an interview at the product launch Mr Ashok Todi, Chairman, Lux Industries Ltd. said, “At Lux Industries, it is our passion to bring interesting innovation in our products focusing on ideas in sync with our brand attributes. Over the years, Lux Industries has been in the forefront creating milestones within the hosiery industry and taking the brands across national and international borders. We have pioneered many firsts, and today we are happy to surprise and excite the market trends during summer by launching the first-of-its-kind range of scented vests for the Indian audience. I am sure this product will also be a game changer and create its own segment.”

Mr Pradip Todi, Managing Director, Lux Industries Ltd. said, “Lux Cozi is one of the most popular and the largest market share holder in the economy to the mid-segment of men’s inner wear. As part of our core business strategy at Lux Industries, we are open to constant revolution and advancement in our product range.

Varun Dhawan said, “Lux Cozi has been synonymous with quality, comfort and durability. Today, I am very excited to be a part of the launch of their next big product–India’s first scented vests. With the onset of summer, this innovative product will revolutionize the vest game. I hope the audience shows some love to the vest as well as the ad campaign which has been creatively designed and executed.”

Lux Industries will also be expanding its online presence through e-commerce besides traditional retail formats to boost sales of its products.

On the launch of the range of scented vests by Varun Dhawan, Mr Navin Todi Senior Vice President, Lux Industries also commented, “Lux Industries is planning a substantial and strategic intervention in both urban and rural markets in the coming quarters. The positioning of the brands and the marketing initiatives are skewed towards strengthening this changing dynamics of the hosiery industry.

We have always been at the forefront, leading the change in market offerings. We thank Varun for being a part of this exciting journey of Lux Cozi. His inimitable style and fashion sense makes him endearing to all sections of the audience cutting across age groups, especially the youth.”

Lux products are retailed in more than 450,000 stores across India and also have a strong online presence with brands like Genx, Lyra, Onn, among many others.

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