Having carved its name in Indian hosiery for over 50 years, Lux Industries has now forayed into women’s wear by introducing its new brand, Pynk. With Shraddha Kapoor on board as the brand ambassador, a 360-degree campaign under “Work. Pynk. Play.” has also been launched. Created by Rediffusion Brand Solutions, the campaign is directed by Abhishek Varman.

The chairman of Lux Industries, Ashok Kumar Todi, stated, “At Lux Industries, we have always believed in anticipating market shifts and evolving with consumer aspirations. The launch of the Pynk brand is one landmark that we have marked in the pathway of our growth, passing on our trusted legacy into one trendy women's wear segment. Pynk would create a very strong vertical within the Lux Cozi portfolio, which is a statement of our strategic intent to create meaningful brands for new India.”

Regarding her affiliation with Lux Cozi Pynk, brand ambassador Shraddha Kapoor said, "I am thrilled to be a part of the Lux Cozi Pynk journey. Whether I am heading to a shoot or just spending time with myself or my friends, I want to feel good about what I wear—and that is what Pynk is all about. It is comfort that moves with you, style that speaks for you. I love how it blends everyday ease with a sharp, modern vibe. It is more than fashion—it is a statement.” 

Pynk will be screened on about 1,600 movie screens throughout India and will cost Rs. 27 crores to market. Television commercials, digital advertisements, hoardings, life-size Shraddha Kapoor glow screens at airports, and interactions with about 600 social media influencers are all part of the campaign. Pynk products will range in price from Rs. 500 to INR 999.

Pynk wants to appeal to the contemporary woman who strikes a balance between her obligations, feelings, and ambition. The brand, which has Shraddha Kapoor as its brand ambassador, embodies the grace and strength of Indian women. Lux Cozi's Pynk pays homage to their tenacity and strives for all women to feel that the brand represents them.

In the movie, a young woman is caught between two different paths: her love of dancing and her mother's aspirations for a prosperous corporate career. She chooses to pursue both instead of just one. She thrives at work during the day and indulges in her passion for dancing at night. It is a celebration of contemporary women who forge their own paths, juggling ambition and emotion with poise.

The debut of Pynk by Lux Industries, featuring Shraddha Kapoor as the brand ambassador, represents a calculated move into the women's clothing industry. This action shows how flexible the business is and how eager it is to expand the range of products it offers. Pynk's success in this cutthroat market will depend on its ability to effectively brand itself, produce high-quality goods, and appeal to the changing tastes of contemporary Indian women.

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