LEGACY
The Journey Begins
Revolutionizing the industry
In 1957, Mr. Girdhari Lal Todi embarked on a mission to revolutionize everyday innerwear comfort for Indians by establishing Biswanath Hosiery Mills. With a vision to provide high-quality and comfortable innerwear, the foundation was laid for what would become a renowned brand.
Second Generation Leadership
The second generation of entrepreneurs took charge, ensuring the continuation and growth of the business. Their commitment to upholding the brand's values and expanding its reach marked the beginning of a new era for Biswanath Hosiery Mills. In 1973, the second generation, namely Kishan Kumar Todi, Ashok Kumar Todi and Pradip Kumar Todi, stepped in to lead the brand. Their collective efforts and strategic vision propelled the company forward, shaping its future trajectory.
Expansion in Tirupur
Under the leadership of Kishan Kumar Todi, the brand established its presence in Tirupur, opening a dedicated office in the city. This move allowed Biswanath Hosiery Mills to tap into new markets and cater to a broader customer base.
Ye Andar Ki Baat Hai
The brand made a significant breakthrough in its marketing efforts by launching its first television advertisement titled "Ye Andar Ki Baat Hai." The commercial featured Tiku Talsania effectively communicated the brand's message to a wider audience.
A New Dawn
To signify its growth and prominence, Biswanath Hosiery Mills was incorporated as Lux Industries Limited, becoming the flagship company of the group. This milestone solidified the brand's position in the market and paved the way for future endeavors.
Third Generation Leadership
Navin Kumar Todi, a member of the new generation, joined the office at a young age, bringing fresh perspectives and ideas to the company. His entry added a third generation in leadership of Lux Industries.
GenX Launched Gusto
In the year 2000, Lux Industries introduced its GenX range, with the launch of the revolutionary product called Gusto. This innovative addition to their product lineup reflected Lux's commitment to meeting the evolving needs and preferences of its customers.
Playing in the Big Leagues
The Lux Industries IPO was launched in 2003, garnering significant attention from investors. The overwhelming response led to an oversubscription of four times, highlighting the trust and confidence the market had in the brand's potential for growth.
Next Generation Leadership
Rahul Kumar Todi, another member of the new generation, joined the Lux Industries team at a young age, contributing to the brand's continued success and expansion.
Onwards to Success
Lux Industries experienced remarkable growth, with consumer satisfaction playing a pivotal role. Over a span of just 20 years, the brand achieved a staggering growth rate of over 100%, a testament to its commitment to quality and customer-centric approach
Collaboration
with Neil Nitin Mukesh
In 2010, Lux Industries collaborated with actor Neil Nitin Mukesh, who became associated with the Genx range. This partnership further solidified Lux's position as a brand that resonates with the younger generation.
Listing on NSE and BSE
The shares of Lux Industries were listed on the National Stock Exchange (NSE) and Bombay Stock Exchange (BSE), marking a significant milestone in the company's journey. This listing opened up new avenues for investment
A Women's innerwear Brand Emerges
In 2017, Lux Industries launched a women’s brand, a dedicated brand catering to women's innerwear needs. It aimed to provide women with comfortable and stylish innerwear options that prioritize their comfort and confidence. In recent times, it has undergone a rebranding and is now known as 'Lux Amore.
The Grand Distributors Conference
Lux Industries made a significant mark in the hosiery textiles industry by hosting the largest-ever distributors' conference in 2018. With over 950 distributors in attendance, the conference served as a platform for networking, knowledge sharing, and strengthening business relationships. The event highlighted Lux Industries' commitment to supporting its distribution network and fostering a collaborative environment within the industry
Lux Classic and Amitabh Bachchan's Association
As part of the brand enhancement efforts, the re-launch aimed to bring a renewed appeal to the Classic innerwear range. Additionally, the brand onboarded legendary actor Amitabh Bachchan as the brand ambassador. This association with a renowned personality added credibility and recognition to the brand, further boosting its visibility and market presence.
Genx Expands and Sports Sponsorship
In 2022, Lux Industries expanded its Genx product line by introducing Insstadry, a new offering that caters to the evolving needs of customers. Insstadry is designed to provide superior comfort and performance for active individuals. Additionally, towards the end of 2022, Genx became an associate sponsor for the Chennaiyin FC team in the Indian Super League (ISL). This sports sponsorship showcased Lux Industries' commitment to supporting sports and promoting an active lifestyle.
Lux Classic Relaunch and Rebranding associated with Pankaj Tripathi
Lux Industries embarked on a journey to revamp and rebrand Lux Classic in 2023. The brand underwent a transformation with a new logo that represents its modernity and dynamism. To promote the relaunch, a television commercial (TVC) featuring Pankaj Tripathi, a popular actor, was aired, showcasing the renewed Lux Classic range's attributes and appeal.
Amore: A New Identity for Women's Innerwear
Alongside Lux Classic, the women's innerwear range underwent a rebranding and was renamed as Amore. The new name reflects the brand's focus on curating innerwear specifically tailored to meet the needs and preferences of today's modern women. Amore aims to provide comfort, style, and confidence to women, empowering them in their everyday lives. To mark the rebranding, a TVC was launched to communicate the brand's new identity and values. The brand's new identity reflects its commitment to empowering women and encouraging them to embrace a fulfilling life. The tagline "Live more with Amore" encapsulates the brand's essence, inspiring women to live their lives to the fullest.
Genx Urban: Stylish Casual Wear for the Young Men
Genx Urban, a segment of the Genx brand, was introduced as a stylish and contemporary collection of casual wear for young men. Designed to resonate with the preferences of the younger generation, Genx Urban offers a blend of style, comfort, and the latest trends. It represents the fashion-forward approach of Lux Industries in catering to the evolving fashion needs of young men.
Insstadry TVC Featuring Chennaiyin FC Players
As part of the promotional efforts for Insstadry, Lux Industries released a TVC featuring players from the Chennaiyin FC team. The commercial showcased the benefits and performance attributes of Insstadry, capturing the spirit of sports and active lifestyles.
