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Tag: Saket Todi

  • Artimas Fashions introduces one8 innerwear in collaboration with Virat Kohli

    Artimas Fashions introduces one8 innerwear in collaboration with Virat Kohli

    MUMBAI: Artimas Fashions Pvt Ltd and one8 by Virat Kohli have announced the official launch of one8 innerwear range today through e-commerce channels. The partnership between both the entities was facilitated by Cornerstone Sport, which exclusively represents the Indian cricket captain Virat Kohli. The one8 innerwear has initially launched two ranges under, ‘Edge’ and ‘Game’, which include innerwear varieties and socks in the premium category.

    Artimas Fashions Pvt Ltd, a subsidiary of Lux Industries Ltd, is the official licensee for Indian cricketer Virat Kohli’s one8 innerwear collection. Having announced the tie-up with one8 in the previous year, the company has officially flagged off the brand on e-commerce today with a TVC campaign featuring Virat Kohli. This launch was planned post a year-long conceptualisation of marketing strategies and execution of the TVC to build better brand connect with the consumers.

    Commenting on the launch of the innerwear products from one8, Kohli said, “I am excited and optimistic about the launch of one8 innerwear. Today’s era is defined by the restless and dynamic youth of the nation, where style and flexibility go hand in hand with comfort. As a sports person, I am extremely cautious when it comes to finding comfort both on and off the field. The same ethos has been carried forward into the entire range of innerwear. With this launch, we not only aim to revolutionise the industry but also intend to evolve identities synonymous with the brand.”

    The brand offering has been thoughtfully created for a generation which is always on the move and believes in finding comfort in every situation. one8 innerwear’s marketing proposition primarily focuses on this aspect, where the brand is portrayed as the ideal representative of the restless youth. Staying true to brand philosophy, the subtle branding strikes a chord with the core messaging “Comfort for the Restless”.

    Speaking on the occasion,  Artimas Fashions Pvt Ltd MD Nischal Puri said, “It took us more than fourteen months to conceptualise and finalise the concept for the one8 innerwear launch to align it with the fact that it is a brand, owned by one of the biggest youth icon for our time. The association aims to build exclusivity in the category amongst the youth since the brand conception is created on the dynamism and spirit of Virat as a personality. ”

    “We are initially introducing the brand through e-commerce and we aim to launch it through physical retailers by next quarter. After tapping the innerwear market in India, we look forward to taking the brand international in the coming years,” he further added.

    The men’s innerwear industry in India is marked at Rs 15,000 crore, out of which Rs 5,200 crore is dedicated to the middle and the premium market segments and one8 innerwear aims to position itself in this segment. With the initial market launch, the brand has unveiled its range through two collections, Edge and Gamewith prices starting at Rs 181.

    Speaking on the occasion, Lux Industries Ltd senior vice president Saket Todi said, “We are extremely pleased and optimistic about the association with one8. We believe this association will not only redefine the industry but will also aim at evolving distinctiveness synonymous with the brand.”

    Lux Industries Ltd senior vice president Udit Todi added, “With the launch of one8 innerwear range, we look forward to a better brand connect with the consumers. We hope to offer a brand which resonates the personality and ethos of the youth. We believe that it will become the most preferred brand in the premium category representing the youth of India.”

  • Big B launches campaign for Lux Inferno ahead of winter

    Big B launches campaign for Lux Inferno ahead of winter

    MUMBAI: LUX Industries manufactures more than 300 products across 14 brands under its belt, such as Lux Venus, GenX, Lux Cozi, ONN, Lyra, Cott’swool, Inferno etc.  

    Now the company has announced its new range of Lux Inferno thermal wear collection. With winter just around the corner, keeping in mind the seasonal demand, Lux has reintroduced the brand Lux Inferno, endorsed by Bollywood legend, Amitabh Bachchan, in an all new avatar in the advertisement, where he takes selfies with the Eskimos.

    Lux Industries is offering its customers with the entire range of Lux Inferno, crafted with double layer knit and warmth retaining fabric which soothes one’s body. The range is available for men, women and kids at an attractive price point. The body warmer comes in dark grey shade in long round neck top, as well as soft thermal trousers. Lux Inferno comes prepared with the body warmer designed as an undershirt and under pant. Lux Inferno provides an amazing and soft experience without any itching or irritation and as well as coming in various sizes from 75 – 100 for the customers.

    Lux Industries senior vice president Udit Todi says, “Lux Inferno has earned the trust of the consumers over the years. Besides providing comfort from the chilly winters in North, West and Eastern India, it has a definite style factor which has been liked by all. We have worked on the material and made it more soft and light which makes it easy to wear undershirt or trousers. The thermal wear range from Lux Industries contributed 10 per cent last year to our overall sales and we foresee a lot of potential in this market segment this year as well.”

    Lux Industries senior vice president Saket Todi 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 Mr. Amitabh Bachchan has agreed to endorse our products. This association will help us make further inroads in tier II and tier III towns which are a part of our strategy to maintain steady growth.”

    The price range of men uppers and lowers starts from Rs 273, the range for women starts from Rs 255 and that for kids Rs 90 onwards. Besides retailers, the new range of Lux Inferno will be available on e-commerce platforms such as amazon.in and flipkart.com

  • We are shifting focus to outwear category: Saket Todi, Lux Industries

    We are shifting focus to outwear category: Saket Todi, Lux Industries

    MUMBAI: Would you have ever given a second thought to ads that promote the hidden qualities of innerwear had it not been for celebrities like Akshay Kumar and Salman Khan pompously wearing them? With innumerable local players vying for a slice of the piece, innerwear is a tough nut to crack. But the demand for such an essential piece of clothing is what keeps sales going.

    Kolkata-based Lux Industries has acquired an open global license for manufacturing and supplying innerwear to UK-based brand Byford, and South Africa-based brand Polo. The manufacturing commenced a month ago. Lux is scouting for newer brands to tie up.

    Scoring runs on home turf may be easy but liaising with international brands requires additional and stringent quality control (QC) checks at all levels. Lux has a dedicated QC at all points of production starting from knitting the yarn to fabric, processing of the fabric, cutting, stitching and packaging of the final product. Technology and automation like computer-aided design and auto cutters reduce the rejection rate and improve quality.

    Sold as premium wear products they are accordingly priced between the range of Rs 250-300 in the UK and South Africa. Although the global license is only for men’s innerwear at this point of time, Lux wants to expand its portfolio internationally by introducing women’s wear where it sees an ocean of opportunities.

    Lux has recently commissioned an integrated facility at Dankuni to ramp up its capacity in West Bengal and will be leveraging this plant for exports. With existing operational manufacturing facilities in Ludhiana, Tirupur, Delhi, Belgachia, Dhulagarh, Agarpara and Kashipur, the newest addition in Dankuni, spanning over 0.6 million square feet, has the potential to increase the production capacity to 2 million pieces a day in the next three years from 1.4 million pieces now. While over 90 per cent of the inner wear industry is based in and around Kolkata with some manufacturing done in Tirupur and Tamil Nadu, Lux now has 11 units across India at West Bengal, Uttarakhand and Tamil Nadu.

    German knitting, Italian cutting and advanced computer-aided machines are all under one roof thus, substantially cutting down the number of outsourced functions and encouraging more research and development within the company.

    There are two sub-brands under its umbrella – Lux Venus for the masses and ONN that is slightly in the premium range. While the former accommodates rural consumers, a substantial demand comes from metros and mini metros for ONN.

    With a market share of over 22 per cent in the men’s innerwear category in India, its net profit rose 64.98 per cent to Rs 15.69 crore on 43.51 per cent increase in net sales to Rs 255.96 crore in Q1 June 2017 over Q1 June 2016.

    Latching on to Amitabh Bachchan’s popularity in tier II and III cities, the company signed him as the brand ambassador for its price-sensitive brand Venus recently. ONN, endorsed by Shahrukh Khan, is experimenting by launching t-shirts, track pants and loungewear for men.

    Despite the implementation of goods and services tax (GST) in July hampering Q1 sales this year, Lux Industries senior VP Saket Todi points out that it achieved a top line of over 45 per cent in the first month of GST. “We are optimistic that the third and fourth quarter will be very good for the underwear segment,” he adds.

    With winter season shrinking year after year and more manufacturers coming into play, it is a challenge for brands to sustain in the market. Todi adds, “It is a difficult segment to be in now with climatic changes hampering our business. That is the reason we want to focus more into our outerwear category.” The company will roll out its fresh campaign in December this year with brand ambassadors Varun Dhawan and Amitabh Bachchan.

    Seven per cent of the turnover is dedicated to advertising budget. 60 per cent of it is for TV through campaigns, in-theatre advertisements and IPL sponsorships, 20 per cent for print, 10 per cent each for outdoor and others like digital, brand promotion and conferences. “We will continue to heavily invest on television like before,” he adds.

    Todi also points out that the yearly exports turnover stood at about Rs 110 crore and is growing.  Lux brands constitute about 65 per cent of export revenue while the rest is from licensed brands. Exports account to 10 per cent of its turnover, which is roughly Rs 105 crore.

    A brand that has stayed digital-shy till this year, can it catch the mood of the ever-transforming audience there?

  • Lux cozies up to Varun

    Lux cozies up to Varun

    MUMBAU: Lux has yet again created a buzz in the innerwear category by signing on Bollywood star Varun Dhawan, the heartthrob of Young India, as its new brand ambassador for Lux Cozi.

    Lux Industries is known for its innovative and customer-demand driven product offerings, manufacturing more than 100 products across 12 major brands.

    Lux Industries senior vice-president – operations and strategy Saket Todi said, “With fresh zeal and perspective, Lux has a structured plan of reaching out to the youth fraternity focusing on ideas in sync with the brand attributes. Lux Cozi is one of the most popular and the largest market share holder in the economy to the mid-segment of men’s innerwear..”

    On signing on Varun, Todi elaborated, “Over the years, Varun has carved a niche in the minds of the film buffs and critics alike. His style and fashion sense makes him endearing to all sections of the audience cutting across age groups, especially the youth.”

    Lux senior VP Udit Todi said, “A significant section of young audience connects with Varun and we believe will work in favour with our strategy to reach out to the youth of this country.”

    Dhawan said, “I really liked the vibe of the ad campaign when I met with the creative team.”