After decades of leading India’s innerwear and hosiery segment through its flagship brand Lux Cozi, Lux Industries is making a bold and thoughtful move into women’s wear with the launch of Pynk—a brand that speaks directly to the evolving aspirations of modern Indian women. But what prompted a traditionally male-centric brand to foray into women’s wear? In an interview, Saket Todi, Executive Director at Lux Industries, tells us.
Though Lux has been synonymous with men’s innerwear, the company’s 50-year-old legacy has created a deep understanding of comfort, fit, and fabric innovation. “Over the years, we have observed a distinct shift in how women approach fashion—comfort is no longer a compromise; it is a priority,” says Todi. The women’s wear segment is crowded, but Lux identified a whitespace in the intersection of core functionality and contemporary fashion in categories like leggings, athleisure and comfort wear rooted in the idea of fluid femininity.
“Comfort is gender-neutral,” notes Todi. “What matters is breathable fabrics, movement-friendly construction, durability, and ease of wear.” Lux did offer women’s inner and outerwear SKUs earlier, but Pynk is the first brand fully dedicated to women.
Todi said that the journey toward Pynk was informed not only by research but also by internal insights. “We even brainstormed with our female employees to understand how they want to feel when they wear our clothes. For women, comfort is as emotional and aspirational as it is physical.”
At its core, Pynk is about blending design, emotion, and purpose. The brand positioning celebrates women who juggle ambition and affection with seamless grace. Through the lens of brand ambassador Shraddha Kapoor, the brand communicates a modern, relatable identity. “We want every woman to look at Pynk and say, ‘That’s me’.”
Lux has launched 20 SKUs under Pynk, with an ambitious target of over 100 product styles within five months. The aim is clear: scale with speed, but with purpose. “Our design reflects comfort in motion, without compromising on style.” This focus on fast-tracked yet thoughtful innovation is central to Lux’s aggressive yet calculated growth path for Pynk.
Visually, the brand language is carefully curated. From the soft pink tones and flowing fonts to the stitch-inspired details in the logo, every design element is crafted to symbolise elegance, movement and the strength of feminine energy.
To support this vision, Lux Industries has backed Pynk with an INR 27 crore marketing investment across cinema, TV, digital, OOH and influencer networks. “Our campaign is running across 2,500 movie screens, capturing families during shared experiences. Television gives us reach in Tier 2 and Tier 3 cities, while platforms like Instagram, YouTube and OTT allow us to build a direct dialogue with urban women.”
OOH branding has been bold and innovative, with digital glow signages at airports and high-footfall zones. The influencer strategy is equally expansive, with over 600 collaborations helping shape Pynk’s social identity.
Lux Industries’ distribution muscle is another key growth enabler. Pynk is being rolled out across a hybrid retail model. In phase one, the brand will be available at 35 exclusive brand outlets (EBOs)—shared with the brand ONN—designed to serve as immersive brand experience centres. Products will also be made available across major online marketplaces like Amazon, Flipkart and Myntra, in addition to Lux’s vast 4.5 lakh retail point network, which will help penetrate even the most remote markets quickly and effectively.
With a revenue target of INR 800 crore for Pynk over five years, the strategy is anchored in product innovation, brand salience and robust distribution. “We are not treating Pynk as a one-SKU brand. It’s a dynamic portfolio driven by comfort-first principles, spread across formats and geographies.”
But beyond revenue, what does success truly look like for Pynk? “Emotional resonance,” says Todi. “With Pynk, we are not just entering a new category—we are entering a new conversation.” The goal is to make women feel seen, understood and confident.
