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Lux Industries aims to tap premium segment with One8 innerwear

today Dec 13, 2018
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Artimas Fashions Private Limited has launched the One8 innerwear range in the Indian market and aims to tap the premium innerwear segment in India with the newly launched innerwear brand.

Lux Industries aims to tap premium segment with One8 innerwear - One8 innerwear

Artimas Fashions Private Limited, a wholly owned subsidiary of Lux Industries, is the official licensee for Indian cricketer Virat Kohli’s One8 innerwear and will design, manufacture and market the brand in the country. One8 innerwear collection will include briefs, trunks, vests, boxers, sleepwear, and socks.
Commenting on the launch of the innerwear products from One8, Indian cricket team captain Virat Kohli said, “I am extremely enthusiastic and optimistic about releasing the One8 innerwear campaign. We look forward to connecting with the consumers through this new range of premium innerwear from One8. We will soon be launching the entire range of products.”

Udit Todi, senior vice president of Lux Industries Ltd., said, “One8 is set to fill the gap of a significant product offering and marketing innovation in the premium innerwear domain. The exciting look of the product range is in conjunction with the imagery and ethos of Virat as a personality. We do hope One8 will become the most preferred brand in the premium category representing the youth of India.”
Virat Kohli’s One8 brand after entering the athleisure, men’s formal wear and fragrances market is now looking at the lucrative men’s innerwear segment which is currently worth Rs 6,330 crore ($1.2 billion).

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