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.
Lux Industries names Sidharth Malhotra as brand ambassador for Lux Champion, its premium innerwear and casualwear line. The move supports a strategic push into performance-first apparel using advanced fabric technology, targeting young Indian consumers seeking comfort and quality.
Why this matters
Lux is leveraging celebrity endorsement to elevate its premium Champion line, shifting from mass-market innerwear positioning toward performance and lifestyle apparel aimed at younger, quality-conscious buyers.
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