Lux Cozi to target online retail and southern markets

Lux Cozi, the brand specialising in men’s innerwear, recently announced that it will pursue online sales through its own e-commerce store and seek a deeper penetration into southern markets.

Lux Cozi's new e-commerce store is part of its online expansion and southern markets are also an expansion target - Lux Cozi- Facebook

As one of the most widely distributed brands in India, Lux Cozi is retailed in more than 450,000 stores across India. The brand’s main strongholds are in the north, east, and west and so they are now setting their sights on properly penetrating the southern market. A spokesperson for the brand said of their expansion plans: “Since our presence in the southern market is not as strong as rest of the country, we are planning to come up with strategical plans to expand and grow our consumer base in these areas.”

The brand’s plan of action to break further into the southern market is to work with quality enhancement and promotional activities and to focus on raising brand consciousness before increasing the brand’s actual physical presence. In accordance with this plan, the brand will soon be rolling out a new range that targets Indian youth who, according to Lux Cozi, are becoming increasingly style conscious when it comes to innerwear.

Along with targeting young customers with a new range, the brand has also stated that focusing on online retail will be another way to draw in younger buyers. In order to achieve this, the brand recently started its own e-commerce store and now also has a presence on popular e-commerce portals such as Snapdeal, Flipkart, and Amazon.

Lux Cozi was founded in 1957 and is the “official comfort partner” of the Kings XI Punjab Mohali cricket team. The innerwear has a strong sportswear focus and, although primarily targets men, also carries women’s and children’s lines. 

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