Lux Cozi Expands Into Women’s Wear with New Brand ‘Pynk’; Shraddha Kapoor Onboard as Brand Ambassador

Introduction

One of India’s most recognized names in innerwear and apparel, Lux Industries, has taken a bold step into the women’s fashion segment with the launch of its new brand Pynk. Tailored specifically for modern Indian women, Pynk promises comfort, style, and affordability in one package. To further amplify the brand's appeal, Lux has roped in Shraddha Kapoor as the official brand ambassador.

This move marks a significant milestone for Lux Cozi, which has long dominated the men's innerwear market, as it ventures into a fresh space catering to evolving fashion needs of Indian women.

About the Pynk Launch

Pynk aims to address a growing demand for stylish, comfortable, and affordable women’s wear—particularly in the innerwear and casual wear categories. The collection offers a vibrant mix of trendy designs and practical fits, designed to appeal to a broad spectrum of Indian women, from young professionals to homemakers.

By blending quality with aesthetic appeal, Pynk is positioned to compete with both national and global women’s fashion brands, while remaining rooted in Lux’s legacy of trust and accessibility.

Shraddha Kapoor: The Perfect Face of Pynk

To resonate with its target audience, Lux has signed Bollywood star Shraddha Kapoor as the face of Pynk. Known for her youthful charm, relatable persona, and fashion-forward presence, Shraddha brings the perfect mix of credibility and glamour to the brand.

In her new role, Shraddha will be featured across Pynk’s campaigns on television, digital media, print, and outdoor platforms—helping create instant recognition and emotional connection with consumers.

Why This Move Matters

Strategic Diversification

With India’s women’s apparel segment witnessing steady growth, Lux’s entry into the space through Pynk is a strategic diversification that expands its product portfolio and customer base.

Tapping a High-Potential Market

Women’s innerwear and casual wear segments in India are rapidly evolving, with rising aspirations, increased brand awareness, and demand for comfort-driven fashion. Lux’s extensive distribution network gives Pynk an edge in reaching Tier 2 and Tier 3 markets where this demand is surging.

Strengthening Brand Equity

By associating with a popular and trusted celebrity like Shraddha Kapoor, Lux strengthens the aspirational value of its offerings while maintaining its mass-market positioning.

What to Expect from Pynk

The brand’s launch portfolio includes a wide range of women’s essentials—such as:

• Innerwear with stylish cuts and breathable fabrics

• Casual loungewear in modern colors and fits

• Affordable pricing targeting daily wear and comfort needs

Pynk’s branding leans into youthful vibrancy and body-positivity, aligning with the values of modern Indian consumers.

Looking Ahead

With Pynk, Lux Industries is not just launching a new product—it’s redefining its identity as a gender-inclusive apparel brand. As fashion becomes more personal and inclusive, Pynk positions itself as a go-to label for everyday Indian women looking for quality and style without compromising comfort.