Lux Industries makes a bold comeback with Lux Nitro, redefining men’s innerwear after 22 years

Lux Industries Limited, a powerhouse in India‘s hosiery sector, has announced the launch of Lux Nitro, its first major brand introduction in the men’s innerwear category in over two decades. This launch signals a strategic shift for the company, aiming to capture the attention of modern consumers with a focus on premium innerwear quality, cutting-edge designs, and youthful energy. Lux Nitro is more than just an innerwear line—it represents a bold move to reshape the landscape of men’s fashion essentials, blending style, comfort, and confidence into one cohesive brand identity.

With the tagline “Yeh Andar Ki Baat Hai,” Lux Nitro positions itself as an embodiment of inner strength, highlighting how the right fit can empower self-confidence. Backed by Lux Industries Limited’s extensive legacy, which spans over 60 years and extends to 47 countries, Lux Nitro seeks to redefine the standards of men’s innerwear in India and beyond.

Why is Lux Industries launching Lux Nitro after 22 years?

The launch of Lux Nitro comes at a pivotal time when the men’s innerwear market in India is undergoing significant transformation. Changing consumer preferences, influenced by rising awareness of fashion trends and the demand for premium-quality products, have created a gap that Lux Industries Limited aims to fill.

According to Udit Todi, Executive Director of Lux Industries Limited, the company’s decision to introduce Lux Nitro reflects its commitment to innovation and relevance in a competitive market. “The launch of Lux Nitro marks a pivotal moment for us as we re-enter the men’s innerwear segment with renewed energy. It’s not just about adding a new product to our portfolio; it’s about redefining what men expect from innerwear,” said Todi.

Lux Industries Limited’s move aligns with industry trends showing increased demand for premium innerwear quality that balances aesthetics with functionality. Consumers today are no longer satisfied with basic essentials—they seek products that reflect their personal style, ensure maximum comfort, and support an active lifestyle. Lux Nitro aims to address these needs with its contemporary designs, superior fabrics, and advanced manufacturing techniques.

How does Lux Nitro stand out in the innerwear market?

Lux Nitro differentiates itself through a combination of style, technology, and a focus on inner confidence. The brand is designed to resonate with young, dynamic consumers who value both appearance and performance in their everyday essentials. Lux Nitro’s range incorporates high-quality materials and ergonomic designs that offer an unparalleled fit, breathability, and durability.

One of Lux Nitro’s key strengths lies in its marketing strategy. Lux Industries Limited has secured Bollywood actor Kartik Aaryan as the face of the brand. Known for his relatable charm, youthful energy, and mass appeal, Kartik Aaryan perfectly aligns with Lux Nitro’s brand philosophy. His association is expected to boost the brand’s visibility, particularly among younger demographics, reinforcing Lux Nitro’s image as a bold and contemporary choice for modern men.

Reflecting on his partnership with Lux Nitro, Kartik Aaryan stated, “Lux Nitro is not just about innerwear; it’s about confidence and self-expression. When you feel comfortable in what you wear, it naturally boosts your confidence. That’s what Lux Nitro delivers—comfort with a bold style statement.”

What’s the strategy behind Lux Nitro’s nationwide rollout?

Lux Industries Limited has devised an aggressive marketing strategy to support Lux Nitro’s launch, ensuring maximum reach across both urban and rural markets. The brand will be available through a wide network of retail outlets nationwide and across major online marketplaces, making it easily accessible to consumers.

To create buzz around Lux Nitro, Lux Industries Limited has launched an integrated media campaign that spans television, digital platforms, print media, and outdoor advertising. A highlight of this campaign is a dynamic commercial featuring Kartik Aaryan, set in an urban metro subway. The ad captures the essence of the brand—strength, movement, and unshakable confidence. This strategic media mix is designed to tap into the innerwear fashion trends that appeal to today’s image-conscious consumers.

How will Lux Nitro influence men’s confidence and fashion trends?

Lux Nitro aims to do more than just provide high-quality innerwear; it seeks to become a catalyst for self-confidence among men. The brand’s core message revolves around the idea that confidence starts from within—literally and figuratively. The right innerwear can significantly influence how one feels and performs throughout the day. Lux Nitro’s designs are crafted to support not just the body but also the mindset of the wearer, offering comfort that translates into a more confident outward presence.

By positioning itself at the intersection of fashion, comfort, and performance, Lux Nitro is set to influence broader trends in men’s fashion. The brand’s focus on men’s confidence boost through thoughtfully designed innerwear aligns with the growing movement toward self-care and personal expression in men’s grooming and fashion.

What’s next for Lux Industries Limited after Lux Nitro?

While Lux Nitro is a significant milestone, Lux Industries Limited’s ambitions go beyond this launch. The company plans to continue innovating within the innerwear space, exploring new materials, designs, and sustainability initiatives to meet the evolving demands of global consumers.

With its strong brand heritage, extensive distribution network, and strategic marketing partnerships, Lux Industries Limited is well-positioned to expand its footprint both domestically and internationally. Lux Nitro’s introduction marks the beginning of a new era for the company—one where tradition meets modernity, and quality is redefined for the next generation.