It has always been an earnest effort at Lux to keep producing such products for our customers that combine both style and comfort. Lux Industries Limited which is known for its innovative and customer demand driven product offerings, today manufactures more than 100 products across 13 brands such as Lux Venus, GenX, Lux Cozi, ONN, Lyra, Cott'swool, Inferno, etc. With winter just around the corner, keeping in mind the seasonal demand Lux has reintroduced the brand Lux Inferno Thermal wear collection, with Bollywood legend Amitabh Bachchan endorsing it in an all new avatar. The company has also launched a new television advertisement where Bachchan is shown taking selfies with the Eskimos, proving that Lux Inferno Andar to Thandi Chumantar.

Crafted with double layer knit and warmth retaining fabric, Lux is offering an entire range of Lux Inferno products which soothes one's body. The body warmer comes in dark grey shade in a variety of stylish thermal tops, as well as soft thermal trousers for men, women and kids at an attractive price point. Available in various sizes, Lux Inferno provides an amazing and soft experience without any itching or irritation which could be easily worn as an undershirt and underpant.

Udit Todi, senior vice president, Lux Industries, stated: Lux Inferno has earned the trust of the consumers over the years. Besides providing comfort from the chilly winters, it has a definite style factor which has been liked by all. We have worked on the material and made it softer and lighter which makes it easy to wear undershirt or trousers. The thermal wear range from Lux Industries contributed 10 per cent last year to our overall sales and we foresee a lot of potential in this market segment this year as well.

Saket Todi, senior vice president, Lux Industries, said, "Continuing the brand promise of comfort, style, quality and affordability we are confident that the entire winter wear range of Lux Inferno will strike a chord with our target audience and satisfy the consumers on these parameters. We are proud that a legendary actor and personality like Amitabh Bachchan has agreed to endorse our products. This association will help us make further inroads in tier II and tier III towns which are a part of our strategy to maintain steady growth."

Besides retailer's outlets, the new range of Lux Inferno will be also available on e-commerce platforms such as Amazon, Flipkart, Paytm etc.