Lux Industries Limited announced the expansion of its kids’ innerwear range, Lux Cozi Boyz with new products and styles. The Indian market for kids’ innerwear range is worth Rs 2,000 crore and is expected to expand at a CAGR of 9-10 percent.
“The kids’ innerwear segment in India expanded the most as compared to the overall clothing industry in 2021. This segment is still dominated largely by unorganized players and the branded segment is still at a nascent stage which provides organized players to establish a firm foothold. Lux Industries has been one of the leading brands in the kids’ innerwear segment for boys and with this further expansion of our range, we hope to dominate the market and meet the growing demands of our consumers” said Saket Todi, Executive Director, Lux industries.
The new array of products will include white, color, and sports vests, semi-long and long drawers available in plain and various prints, interlock drawers and briefs available in plain, print, and stripe patterns, and both designs, i.e, inner and outer elastic.
The garments are mostly made of premium combed cotton making them extremely comfortable to wear and suitable for the Indian climate. Every Lux Cozi product, especially the kids’ innerwear range, is crafted to ensure the perfect balance of snug comfort and effortless style.
The products are made with quality sewing thread used for adjustment of stretch so that kids can play and move around without any discomfort. The price of the products will range between Rs 50-90 and the products will be available at over 45,000 retail stores across the country, Cozy World, an EBO strategic initiative from Lux showcasing all brands from the House of Lux and leading e-commerce platforms like Amazon, Flipkart, and Myntra.
Lux Industries has always been proactive in adopting newer methods of production developing innovative products and targeting the right audience through first-of-its-kind branding and promotional activities. Its customer-centric approach has helped the brand to expand its visibility and created strong brand equity for the entire brand portfolio across 47 countries. With a strong assortment of 15 brands offering mass, mid-premium, and premium products across demographics, it has helped the brand outperform the market and generate a pricing premium.