A visionary, Late Mr. Girdharilalji Todi, set out to realise a dream that was envisioned so that everyday comfort could become a reality for the people of India. Thus began the journey of Lux Industries. Christened back then as Biswanath Hosiery Mills, it grew into the leading manufacturer of comfort innerwear in the Indian Market.
Handing over the reins
A new era begins as Mr. Girdharilalji Todi’s sons, take over the reins of the company. Following in his footsteps, the second generation of entrepreneurs have driven Lux Industries forward to becoming a people’s brand, providing comfort for all.
"Ye Andar Ki Baat Hai"
The first television ad, “Ye Andar Ki Baat Hai”, featuring Sunny Deol was launched. It was an instant success, as it became viral among television viewers across India and also gave Lux Industries Limited a new recognition among other key players in the market.
Lux Industries spread its market presence beyond the borders of India as we began exporting our products to global markets such as Middle East, Africa & Europe. In the span of a few years, we have gained a strong foothold in the global hosiery arena and have increased our global exports by over 60%.
In 1994, Lux Industries Limited became the first company in the hosiery segment to hold a conference for its dealers. The conference was organised to discuss business strategies and future plans for the company.
A New Dawn
In the year 1995, Biswanath Hosiery was incorporated into Lux Industries Limited under the leadership of Mr. Ashok Todi and Mr. Pradeep Todi. Lux Industries Limited became the mother company and started marketing its products under the brand name, ‘Lux’, throughout the hosiery market.
Towards the end of the 20th century, Lux Industries Limited started developing its offices throughout the nation. In 1998, the first office in the capital of the nation, Delhi, was established.
The Face of Lux
By the beginning of the 21st century, Lux had become a household name in the nation and one of the most popular brands in the hosiery segment. In 2000, Sunny Deol was signed on as the face of the brand. Since then, he has continued to be the brand ambassador.
A Step towards the Future
We further proved our brand value and importance in the market by incorporating Lux Industries Limited as a public limited company in 2001.
Playing in the Big Leagues
The public listing of the company, in 2001, was closely followed by the launch of the Lux IPO,in 2003. It was massively oversubscribed due to the past growth and the future potential of the company.
Onwards to Success
With consistent consumer satisfaction, Lux Industries witnessed a positive growth of over 100% in just 20 years. Well known for providing premium and comfort innerwear, the quality of its products have been recognised by the top standardization bodies and authorities.
A New Look
Following years of success, we reached another milestone in our journey, as Shahrukh Khan became a part of the Lux family as the brand ambassador for ONN. His presence has added immense value and popularity to the brand.
Keep it ONN
Lux Industries Limited launched its premium innerwear brand, ONN,and Shahrukh Khan was roped in as the brand ambassador. ONN Premium wear was launched to provide stylish designs to the consumers. Since then, it has received an overwhelming response.
In the sixth season of the Indian Premier League, an immensely popular club cricket tournament, Lux became the comfort partner of two of the most popular teams, Kings XI Punjab and Pune Warriors India. This strengthened the brand image and recall in the minds of consumers, adding immense value to the brand.
Lux Cozi ZEE CINE AWARDS 2014
Strengthening the association with Bollywood fraternity, Lux Cozi signed up to be the title sponsor of the 14th edition of Zee Cine Awards, world’s biggest viewer’s choice awards. It was seen by over 700 million viewers across 168 countries.