Lux Industries earmarks 7% of its revenue for marketing, says Saket Todi

The Senior Vice-President of underwear company tells that the company spends 65 per cent of its total ad spend on television

Akansha Srivastava
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Lux Industries earmarks 7% of its revenue for marketing, says Saket Todi

Saket Todi

One of the leading Indian underwear companies, Lux Industries, will continue to spend heavily on television like before. Last year, the company spent around Rs 100 crore on marketing and Rs 65 crore of the total marketing spend was allocated to TV. The company’s total revenue in the fiscal year 2016-2017 was Rs 1,400 crore, of which seven per cent was spent on marketing and advertising.

In an exclusive conversation with, company’s Senior Vice-President Saket Todi said, “This year we expect our total turnover to increase and in turn the seven per cent marketing spend figure would also increase.”

Todi claimed that the Lux Industries holds a total of 22 per cent market share in the men’s innerwear category in India and it is gearing up to enter the women’s innerwear category this year. Lux Industries has a strong foothold in Maharashtra, Madhya Pradesh and Uttar Pradesh.

The company intends to use only models for the promotion of lingerie. It will launch a print campaign soon for the lingerie brand and a television campaign in a few months.

“This year we have roped in Parineeti Chopra for our Women Leggings brand Lyra. We will also start selling women’s innerwear under the brand Lyra. The advertisement has already been shot with models, which will be on television in the next two weeks,” added Todi.

Talking about the challenges in the category, Todi said, “The challenge in the sector is that all our products cannot be endorsed by celebrities, like the lingerie segment that we are launching this quarter.”

Lyra’s new campaign conceptualised by Rediffusion Y&R will be launched in a few weeks. The agency won the account in a multi-agency pitch held last year. A budget of Rs 10 crore has been allotted for the brand’s total marketing spend.

Lyra’s brand ambassador last year was Bollywood actor Prachi Desai. Rediffusion Y&R has been brought on board to work on a project basis for its brands ONN and Lyra. The company also intends to launch in the lingerie segment this year.

When asked if any intention to bring Rediffusion Y&R as agency of record (AOR)? Todi said, “We will see the response of the advertising and will take that decision in a month or two.” had exclusively reported on Lux Industries calling in a multi-agency pitch for their creative mandate.

Lux Industries has been working with production houses and Orchard Advertising for their previous campaigns. Media planning is done in house and it has two media buying agencies on board; one is Prachar Communications from Mumbai and the other is Kolkata-based agency Look At.

Lux Industries Saket Todi