Lux Industries launches new men’s premium innerwear brand, Lux Nitro

08 February 2025, Mumbai

Leading hosiery manufacturer, Lux Industries has launched a new premium men's innerwear brand – Lux Nitro. This is the company’s first new brand in this segment in 22 years. Targeting today's youth, Lux Nitro combines high quality, advanced technology, and modern style. The brand's tagline, ‘Yeh Andar Ki Baat Hai’, emphasizes inner strength and the importance of a good fit for self-confidence.

Bollywood star Kartik Aaryan is the brand ambassador for this new brand. His youthful energy and broad appeal make him an ideal fit for Lux Nitro's target audience. Describing the brand’s launcha as a key moment for the company, Udit Todi, Executive Director, emphasizes on the brand's renewed energy and connection with today's youth. The brand’s superior quality and bold image will help makeit the preferred choice for choice, he says.

Lux Nitro products will be available at retail stores and online platforms nationwide. The brand’s launch will be supported by comprehensive media campaign, including TV, digital, print, and outdoor advertising. The campaign features a dynamic commercial with Kartik Aaryan in a subway setting, reinforcing the brand's message of strength and confidence.

Leveraging Lux Industries' over 60 years of experience and global presence in over 47 countries, Lux Nitro aims to transform the innerwear market through innovation and quality.

Latest Fashion news