Lux Cozi extends partnership with Varun Dhawan to anchor long-term growth
29 May 2026, Mumbai
Lux Cozi has formalized a multi-year extension of its brand ambassadorship with actor Varun Dhawan, securing the partnership through 2030. Having served as the face of the brand since 2016, Dhawan’s continued association is central to Lux Industries’ strategy to maintain resonance with a diverse demographic, particularly the Gen-Z and millennial cohorts. This move arrives as the company navigates a complex retail landscape where brand recall and celebrity-driven equity are critical for sustaining market share. By aligning with a high-profile figure, the brand aims to strengthen its competitive positioning amidst increasing pressure from both legacy players and emerging digital-native innerwear brands.
Addressing operational realities and market diversification
The renewal underscores a commitment to brand stability even as the parent entity, Lux Industries manages recent financial volatility. For the fiscal year ended March 31, 2026, the company reported consolidated revenue of Rs. 2,923.55 crore, though consolidated net profit saw a decline to Rs. 106.07 crore compared to the previous year’s Rs. 164.54 crore. Analysts attribute this shift to rising input costs and margin compression. In response, the organization is implementing a structural realignment, including the incorporation of a wholly-owned subsidiary, Lux and Cozi, to facilitate a planned demerger of its core business segments. This transition is designed to sharpen focus on high-performance product categories and streamline manufacturing, ensuring the brand remains agile while catering to evolving consumer preferences across men’s, women’s, and children’s innerwear.
Premier hosiery and apparel manufacturer
Headquartered in Kolkata, Lux Industries is a premier Indian hosiery and apparel manufacturer. It operates extensive production facilities, boasting a capacity of 1.2 million garments daily. The firm manages a diverse portfolio, including brands like Lux Cozi, ONN, and Lyra, serving both domestic and international markets across 46 countries.
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