Varun Dhawan launches India’s first ever scented vest range from Lux Cozi

To fight the rising mercury during summers the refreshing scented vests will be a landmark product in the men’s innerwear category. Bollywood star Varun Dhawan, the heartthrob of Young India and the Brand Ambassador for Lux Cozi launched the scented vest range in Mumbai today.

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. At a glittering and starry affair in Mumbai, Varun Dhawan was joined by Ashok Todi, Chairman, Lux Industries Ltd., Pradip Todi, Managing Director, Lux Industries Ltd. and Navin Todi, Senior Vice President, Lux Industries Ltd.

Speaking about the launch of the range of scented vests, Ashok Todi, Chairman, Lux Industries Ltd. said, “At Lux Industries, it is our passion to bring interesting innovation in our products focusing on ideas in sync with our brand attributes. Over the years, Lux Industries has been in the forefront creating milestones within the hosiery industry and taking the brands across national and international borders. We have pioneered many firsts and today we are happy to surprise and excite the market trends during summer by launching the first-of-its-kind range of scented vests for the Indian audience. I am sure this product will also be a game changer and create its own segment.” 

Pradip Todi, Managing Director, Lux Industries Ltd. said, “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% cotton. This vest gives users a perfect fit to ensure breathability and freshness all day long.

On the launch of the range of scented vests by Varun Dhawan, Navin Todi Senior Vice President, Lux Industries, elaborated, “Lux Industries is planning a substantial and strategic intervention in both urban and rural markets in the coming quarters. The positioning of the 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.”

Speaking about his association with the campaign, Varun Dhawan said, “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.”