Kolkata: Artimas Fashions, a subsidiary of listed hosiery firm Lux Industries, has entered into a tie-up to manufacture and market a male innerwear brand, promoted by Indian cricket captain Virat Kohli. Initially, the ‘one8’ brand would be available on e-commerce platforms, after which retail-channel sales would follow, Niscal Puri, MD of city-based Artimas Fashions said.
“The size of mid-to-premier innerwear market in India is Rs 5400 crore and growing at 11.5% per annum”, Puri said. He said that ‘one8’ products would address the preferences of the present-day youth of the country who are living in ‘an era of self-indulgence’.
Puri said that the company would be knitting its own fabric at its own factory in West Bengal while premium cotton would be imported, adding that the manufacturing and marketing rights of the Virat Kohli-brand in the country had been licensed to Artimas Fashions. He said that the brand would also be introduced in international markets like Dubai where Kohli has a huge fan following.
Lux Cozi is an Indian brand of men’s underwear, part of the Lux Industries Ltd (LIL) group based in Kolkata, West Bengal, India. The brand turnover is about Rs. 200 crores, mostly from rural India. The Lux Innerwear brand was launched by LIL in 1963. Today, it is sold in 5 lakh retail outlets across India.
Whereas Lux industries limited, previously known as Biswanath Hosiery Mills, is an Indian underwear company headquartered in Kolkata, West Bengal, India. Its offerings include various kinds of hosiery products for men, women and children. It is one of the oldest underwear companies in India.
Lux Industries was set up as the Biswanath Hosiery Mills in 1957 by the late Girdharilalji Todi. Girdharilalji’s sons took over the operating responsibilities in 1964. The next 20 years saw the company growing 100 times in size through a series of marketing and manufacturing innovations. This included launching the Consumer Coupon Scheme in 1992 (Mazedar Mauka). In the same year, Lux became the first company in the industry to use celebrity brand ambassadors.