LUX INFERNO – India’s No. 1 Quilted Thermals
The journey of evolution of Lux Industries Limited, India’s one of the most prominent innerwear companies, began in the year 1957 by Late Girdhari Lal Todi with the foundation of ‘Biswanath Hosiery Mills’. Thereafter, in the year 1995, ‘Lux Industries Limited’ came into existence.
By using innovative techniques in marketing & matching the required large-scale production, they have showcased how a localised brand can be expanded to Pan India and subsequently a global brand.
The thermal wear industry in India has evolved over the past few years. Consumers are more brand savvy and style conscious. Lux Inferno was launched in 2007,addressing fashion-conscious customers seeking light knitwear for winters. Available in trendy colours like black, grey, and blue the colours increase the style quotient of the product luring consumers to buy. The product is appreciated for comfort, style, quality and affordability. Lux Inferno has earned the trust of the consumers over the years. Besides providing comfort from the chilly winters, it has a definite style factor which has been liked by all. The material is soft and light which makes it easier to wear under shirt & trousers.
From neck styles to colours to the use of fibres and fabrics, Lux has laid great emphasis on research and innovation through cutting-edge technologies to meet the growing demand and aspirations of its customers. The tagline ‘Lux Inferno Andar, Sardi Chuumantar’ aptly depicts the features of the products. The product is designed to protect from extreme conditions, priced in the mid category range.
A study was conducted in the cities of Kolkata, Delhi, Chandigarh, Varanasi, Lucknow, Patna, Indore, covering over 15 retail outlets in each city. As per the data collected from the 105 retail stores, Lux Inferno is the highest selling quilted thermals in the economic to mid-premium category range in India. The company’s strong distribution and dealer network has helped its products reach people even in remote areas. The appeal of the brand is such that over the years Lux Inferno has become synonymous with thermal wear with customers asking for Inferno in stores rather than “thermals”.
For years, winter wear was the fastest growing product category in the Lux portfolio. During 2018, Lux Inferno on-boarded ‘Big B’ Amitabh Bachchan as its Brand Ambassador. In 2019, Kartik Aaryan was on-boarded as brand ambassador along with Amitabh Bachchan, considered a coup in the Indian brand endorsement space. The Lux Inferno positioning redefined the category where competition focused on functional benefits. Now in 2022, currently it is being endorsed by the Bollywood actor, Mr. Boman Irani.
As far as its financial standings are concerned, Lux Inferno has been an outperformer for Lux, growing at a CAGR of 16% over the past 5 years, touching Rs. 135 Cr. revenue in FY 2021-22. Lux Inferno is expected to consistently have a double digit growth in the near future, and continue to be the highest selling thermal wear pan India.