Lux Industries aims to double market share of its innerwear brand in India

Innerwear and outerwear manufacturer Lux Industries is aiming to double the market share of its brand Lux Venus in the Indian innerwear segment. To achieve the same, the company has repositioned Lux Venus and has rolled out a brand-new campaign “Sabko Maangta Hai”, featuring actor Salman Khan.
The company, which has achieved a turnover of about Rs 2,300 crore in FY22, is set to elevate its business operation across India with this new 360-degree campaign.

Lux Venus with its product portfolio of drawers and vests has a strong presence in the market due to its high brand recall and currently enjoys a market share of 15-16% in the men’s innerwear market, which is expected to double in the near short-term future. Contributing around 28% to the topline, Venus achieved a turnover of Rs. 640 crore in FY22, selling approximately 12 crore. pieces.

The film featuring Salman Khan yields a high-action scene where the actor chases his Lux Venus vest through the busy streets of a city amidst heavy traffic and pedestrians and finally gets a grip of it with his powerful swag. The superstar’s impeccable delivery of the campaign tagline ‘Sabko Maangta Hai’ in his own trademark style evokes the desire to wear the vest at one’s best comfort and convenience.

Udit Todi, Executive Director, Lux Industries, said, "We wanted to reposition Lux Venus as India's highest selling and most loved vest brand – and who better to justify this positioning than India's biggest and most loved superstar, Salman Khan! We hope the campaign resonates with Salman Khan's fans and the greater audience at large. Lux Industries, which enjoys a premium reputation and trust among its existing and prospective consumers aims to reinforce the brand’s commitment to the core of quality and comfort while also expanding its business portfolio in Indian market over the next few years."

Another power brand of the group ‘Lyra’ is a leading womenswear brand having a diversified product portfolio of women’s outerwear and innerwear – it achieved a turnover of more than Rs. 300 crore in FY22. A high double-digit growth is expected to continue due to its strong brand recall, diversified product offering and competitive pricing.