Lux Industries’ ad spend up 11% in FY25

Lux Industries reinforced its aggressive branding-led strategy in FY25, lifting its advertisement and publicity expenditure to Rs 193.88 crore, an 11.4% rise from Rs 173.96 crore in FY24. 

Over the last eight years, the company has cumulatively invested Rs 1,137 crore in brand-building, with FY25 seeing continued focus on high-decibel campaigns, celebrity endorsements, and data-driven marketing initiatives.

Backed by this sustained marketing push, Lux reported revenue from operations of Rs 2,583.06 crore, up 11.1% from Rs 2,324.29 crore a year ago. Total income rose to Rs 2,612.90 crore, reflecting an 11.4% increase, while total expenses climbed 10.1% to Rs 2,392.24 crore. 

Despite higher spending, profit for the year surged to Rs 165.31 crore, a 27.6% jump over Rs 129.52 crore in FY24, underscoring the effectiveness of its brand-led growth model.

Branding as a growth enabler

Lux continues to position branding as central to its business, using it to cut through market clutter, reinforce consumer trust, and sustain long-term loyalty. 

In FY25, the company launched new campaigns, expanded its product portfolio to 100 plus items across innerwear, outerwear, rainwear, and athleisure categories, and deployed actor Shraddha Kapoor as ambassador for its women’s line Pynk.

The company also expanded its retail presence with over 2,00,000 retailer touchpoints, 15 exclusive brand outlets, and 160+ large-format stores. 

It maintained one of the largest innerwear collections in the industry with 5,000+ SKUs, while its e-commerce partnerships with Amazon, Flipkart, Tata Cliq, Myntra and others boosted online orders to more than 4,000 per day.

Marketing efficiency

Lux highlighted that every rupee spent on branding in FY25 generated Rs 13 in sales, reflecting the efficiency of its marketing investments. Branding spend has consistently accounted for about 8% of revenues between FY19 and FY25, underlining the company’s long-term commitment to staying visible and relevant.

The company noted that its branding efforts are not just limited to traditional advertising but span multi-platform storytelling, AI-driven personalization, localized promotions, and digital-first strategies. This has helped Lux strengthen its presence in both urban and underserved regional markets, widening its consumer base.

Outlook

Looking ahead, Lux aims to achieve Rs 200 crore in digital sales over the next three years, with sharper focus on customer-centric innovations and deeper market penetration. By integrating strong branding with product diversification and retail expansion, Lux is positioning itself as not just an innerwear label but a complete fashion solutions brand.