Lux Industries signs Sidharth Malhotra as face of premium Champion line
Lux Industries has appointed actor Sidharth Malhotra as brand ambassador for Lux Champion, its premium innerwear and casualwear range. The endorsement deal anchors a strategic push into performance-led apparel built on advanced fabric tech, targeting young Indian consumers prioritising comfort and quality.
What happened
Lux Industries names Sidharth Malhotra as brand ambassador for Lux Champion, its premium innerwear and casualwear line. The move supports a strategic push into
Why this matters
The Champion positioning sharpens Lux's premium apparel adjacency, opening potential partnership or acquisition angles in performance fabrics and athleisure brands targeting young Indian consumers.