Lux Industries Ltd has yet again created a buzz in the innerwear category by launching India’s first scented vest range under their flagship brand Lux Cozi. With the new range of vests, Lux Cozi is taking a phenomenal leap in the process of creating value based products keeping in mind the essential necessity and aspirational style quotient of India. Bollywood actor Varun Dhawan who is also the brand ambassador for Lux Cozi launched the scented vest range in Mumbai recently.

“Lux Cozi is one of the most popular and the largest market share holder in the economy to the mid-segment of men’s innerwear. As part of our core business strategy at Lux Industries, we are open to constant revolution and advancement in our product range. The introduction of scented vests within the fold of Lux Cozi will up the style quotient and also allow its users remain fresh throughout the day in the scorching summer heat. The use of the best and finest cotton in Lux Cozi promises durability with strong stitches making it incredibly stylish yet comfortable. The scented vests are made from 100 per cent cotton. This vest gives users a perfect fit to ensure breathability and freshness all day long,” Pradip Todi, Managing Director, Lux Industries Ltd., said.

brands and the marketing initiatives are skewed towards strengthening this changing dynamics of the hosiery industry. We have always been at the forefront, leading the change in market offerings. We thank Varun for being a part of this exciting journey of Lux Cozi. His inimitable style and fashion sense makes him endearing to all sections of the audience cutting across age groups, especially the youth.” On the launch of the range of scented vests by Varun Dhawan,” Navin Todi, Senior Vice President, Lux Industries, elaborated.

The good old vest is about to shake up the world of fashion. Lux has developed a revolutionary product for the Indian market, drawing from deep insights about the Indian masses. This innovation was not an easy feat to pull off, and took months of research and development. In India, the tropical climate, and the long commutes people take to work every day aggravate the problem of excessive sweating. Besides fulfilling the promise of comfort, these scented vests are designed to help people stay fresh even after a long day at work.

The other unique feature of these vests is the fact that they retain their fragrance even after continued washes, so people can sweat it out in style. An ad campaign, comprising two TV spots, radio spots and print campaign featuring Dhawan will soon be launched to promote the product.

“Lux Cozi has been synonymous with quality, comfort and durability. Today, I am very excited to be a part of the launch of their next big product–India’s first scented vests. With the onset of summer, this innovative product will revolutionise the vest game. I hope the audience shows some love to the vest as well as the ad campaign which has been creatively designed and executed,” speaking about his association with the campaign, Dhawan said.