Lux Industries

Lux Industries was set up as the Biswanath Hosiery Mills in 1957 by the late Girdharilalji Todi. Girdharilalji's sons took over the operating responsibilities in 1964. The next 20 years saw the company growing 100 times in size through a series of marketing and manufacturing innovations. This included launching the Consumer Coupon Scheme in 1992 . In the same year, Lux became the first company in the industry to use celebrity brand ambassadors. In 1992, Lux launched their first television commercial with the famous yeh andar ki baat hai tagline. The following year saw the company launch their export operations and quickly established a strong presence overseas, with offices in the Middle East, Europe, and Africa. In 1994, Lux organised the first Dealer's Conference in the Indian hosiery industry and also established the industry's first International Dealers' Tour.

1995 saw the company officially changing its name to Lux industries limited. This was followed in short order by the establishment of over 500,000 retail outlets all over India, and has offices in Kolkata, Delhi, Agra, Indore, Mumbai, Ludhiana, Jaipur, and Roorkee.

Bollywood actor Sunny Deol was signed on as Lux's brand ambassador in the year 2000. He has been the face of the company ever since. In 2001, Lux went public and for the first time, ownership of the company was available outside of the Todi family. In 2003, the company launched its first IPO. The IPO was massively oversubscribed.

In 2010, Bollywood star Shah Rukh Khan was signed as a brand ambassador for Lux. Despite not directly involved in promotions of the Lux brand, Shah Rukh continues to be associated with the Lux family.