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Kolkata-based hosiery maker Lux Industries has bagged the manufacturing and marketing rights of Virat Kohli’s innerwear brand ‘One8’.
Lux Industries through its wholly-owned subsidiary, Atrimas Fashions Pvt Ltd, will manufacture and market One8 branded premium innerwear, socks and sleepwear.
Artimas will collaborate with Cornerstone Sport, the licence owner of One8, to establish the brand targeting the youth, the company said in a release.
“With One8, Lux Industries aims to disrupt the premium innerwear segment thorough innovative product offerings. We feel extremely confident that the distribution and resource strength of Lux Industries coupled with the youth appeal of Virat Kohli will make One8 the most preferred brand in the premium category for the youth of India in a couple of years,” Saket Todi, Senior Vice President, Lux Industries, said.
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