Lux Industries has announced the launch of Pynk, a women's wear brand. 

The brand has signed Shraddha Kapoor as the brand ambassador.

As per the brand, Pynk was launched with the core belief  that every woman deserves to move freely through life, seamlessly blending ambition, love, and self-expression.

To highlight the launch, the brand has rolled out a campaign, featuring Kapoor. Comprising a film, the campaign has been conceptualised by Rediffusion. 

Ashok Kumar Todi, chairperson, Lux Industries, said, “At Lux Industries, we have always believed in anticipating market shifts and evolving with consumer aspirations. The launch of Pynk marks a significant milestone in our growth journey - bringing our trusted legacy into the fast-growing women’s wear category. With Pynk, we aim to establish a powerful new vertical within the Lux Cozi portfolio. It reflects our strategic intent to build meaningful brands for a new India.”

Saket Todi, executive director, Lux Industries, said “With Pynk, we are building more than just another product line; it is an ultimate mix of core and fashion, which makes our product range a benchmark in the industry. Backed by our five-decade legacy in hosiery and deep market insights, we see Pynk as a strategic growth engine that will help us unlock new consumer segments and drive INR 800 crore in revenue over the next five years."

He added, "We have 20 varieties of products under Pynk currently, and within five months we have a target of 100 varieties. We are creating a movement rooted in comfort, confidence, and contemporary design for the modern Indian woman. The design language, the advertisements are an industry first. Pynk will echo the emotions of every girl and their bond with their mothers in different stages of life. With every stitch, every silhouette, we have tried to echo her journey. Pynk is about celebrating her choices, her confidence, and most importantly, her comfort. It is a bold yet natural extension of our journey, and a reflection of Lux Cozi’s ability to evolve with the aspirations of India.”