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Big B launches campaign for Lux Inferno ahead of winter

Thermal wear range of Lux Industries added 10% last year to the company’s overall sales.

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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

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