LUX IN­FERNO REINTRODUCES THER­MAL WEAR

AMITABH BACHCHAN IS NEW BRAND AM­BAS­SADOR

Business of Fashion - - Contents - IM­AGES Busi­ness of Fash­ion

Lux is rein­tro­duc­ing its ther­mal brand wear brand, Lux In­ferno with Bol­ly­wood le­gend Amitabh Bachchan en­dors­ing it in an all new avatar.

With win­ter sea­son around the cor­ner, Lux In­ferno is all set to keep you warm this win­ter with its new range of ther­mal wear in an all new avatar…

Lux is rein­tro­duc­ing its ther­mal wear brand, Lux In­ferno with Bol­ly­wood le­gend Amitabh Bachchan en­dors­ing it in an all new avatar. The com­pany also launched a new TVC where Amitabh Bachchan can be seen tak­ing self­ies with Eski­mos and cit­ing the brand’s punch­line ‘Lux In­ferno An­dar to Thandi Chu­man­tar’.

Lux In­dus­tries Lim­ited—known for its in­no­va­tive and cus­tomer-de­mand driven prod­ucts—has been of­fer­ing prod­ucts that com­bines both style and com­fort. To­day, the com­pany man­u­fac­tures more than 100 prod­ucts across 13 brands in­clud­ing Lux Venus, GenX, Lux Cozi, Onn, Lyra, Cott’s wool, In­ferno etc.

Crafted with dou­ble layer knit and warmth re­tain­ing fab­ric,

Lux is of­fer­ing an en­tire range of Lux In­ferno prod­ucts which soothes one’s body. The body warmer comes in dark grey shade in a va­ri­ety of stylish ther­mal tops, as well as soft ther­mal trousers for men, women and kids at an at­trac­tive price point. Avail­able in var­i­ous sizes, Lux In­ferno pro­vides an amaz­ing and soft ex­pe­ri­ence with­out any itch­ing or ir­ri­ta­tion which could be eas­ily worn as an un­der­shirt and un­der­pants.

Udit Todi, Se­nior Vice Pres­i­dent, Lux In­dus­tries, states, “Lux In­ferno has earned the trust of the con­sumers over the years. Be­sides pro­vid­ing com­fort from the chilly win­ters, it has a def­i­nite style fac­tor which has been liked by all. We have worked on the ma­te­rial and made it softer and lighter which makes it easy to wear un­der a shirt or trousers. The ther­mal wear range from Lux In­dus­tries con­trib­uted 10 per­cent last year to our over­all sales and we fore­see a lot of po­ten­tial in this mar­ket seg­ment this year as well.”

Saket Todi, Se­nior Vice Pres­i­dent, Lux In­dus­tries, adds, “Con­tin­u­ing the brand prom­ise of com­fort, style, qual­ity and af­ford­abil­ity we are con­fi­dent that the en­tire win­ter wear range of Lux In­ferno will strike a chord with our tar­get au­di­ence and sat­isfy the con­sumers on these pa­ram­e­ters. We are proud that a le­gendary ac­tor and per­son­al­ity like Amitabh Bachchan has agreed to en­dorse our prod­ucts. This as­so­ci­a­tion will help us make fur­ther in­roads in Tier -II and

-III towns which are a part of our strat­egy to main­tain steady growth.” Be­sides re­tailer’s out­lets, the new range of Lux In­ferno will be avail­able on e-com­merce plat­forms such as Ama­zon, Flip­kart, Paytm, etc.

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