KOLKATA, Aug 20: Artimas Fashions, a subsidiary of
listed hosiery firm Lux Industries, has entered into a tie-up
to manufacture and market a male innerwear brand, promoted by
Indian cricket captain Virat Kohli.
Initially, the ‘one8’ brand would be available on e-
commerce platforms, after which retail-channel sales would
follow, Niscal Puri, MD of city-based Artimas Fashions said.
“The size of mid-to-premier innerwear market in India is
Rs 5400 crore and growing at 11.5 per cent per annum”, Puri
He said that ‘one8’ products would address the
preferences of the present-day youth of the country who are
living in ‘an era of self-indulgence’.
Puri said that the company would be knitting its own
fabric at its own factory in West Bengal while premium cotton
would be imported, adding that the manufacturing and marketing
rights of the Virat Kohli-brand in the country had been
licensed to Artimas Fashions.
He said that brand would also be introduced in
international markets like Dubai where Kohli has a huge fan