In a calculated move to reposition itself in India’s evolving fashion landscape, Lux Industries Limited has appointed Hrithik Roshan as the brand ambassador for its premium innerwear and thermal wear label, ONN. The announcement signals more than a celebrity endorsement; it reflects a strategic shift to capture the attention of a more style-conscious, aspirational consumer base.
ONN, an in-house brand from Lux Industries, is being shaped as a modern lifestyle offering that goes beyond basic essentials. With a focus on comfort, performance, and contemporary design, the brand is positioning itself to cater to consumers who see innerwear not just as a necessity, but as part of their personal style. Bringing Hrithik Roshan into the fold strengthens that narrative, given his long-standing association with fitness, discipline, and effortless style.
The timing of this partnership is significant. India’s innerwear market is transforming as consumers increasingly gravitate toward premium products that combine functionality with aesthetics. ONN’s repositioning taps directly into this shift, aiming to bridge the gap between utility and aspiration.
Leadership at Lux Industries sees this collaboration as a natural alignment of values. Chairman Ashok Todi emphasized that ONN represents the company’s vision of delivering superior comfort with modern design sensibilities. Hrithik Roshan’s persona, marked by consistency, appeal, and a strong connection with audiences, mirrors what the brand aims to communicate in this next phase of growth.
From a market strategy perspective, the move is also about expanding reach. According to Saket Todi, Executive Director at the company, ONN has steadily evolved to match changing consumer preferences. The association with Hrithik Roshan is expected to accelerate that journey, especially among younger consumers in urban centers and emerging markets who are increasingly brand-aware and lifestyle-driven.
For Hrithik Roshan, the collaboration aligns with his philosophy around confidence and self-expression. His statement reflects a deeper synergy with the brand’s direction where comfort is the foundation of style and innovation plays a key role in everyday essentials.
The partnership will come alive through integrated marketing campaigns spanning television, digital platforms, retail spaces, and outdoor media. These campaigns aim not just to increase visibility but to build an aspirational identity around ONN. The creative direction is handled by Rediffusion Brand Solutions Pvt. Ltd., adding strategic storytelling to the rollout.
This move places ONN firmly in India’s premium innerwear segment, a space becoming increasingly competitive as brands differentiate through design, branding, and consumer engagement. By leveraging Hrithik Roshan’s influence and aligning it with a clear brand vision, Lux Industries makes a strong statement: innerwear can be aspirational.
The coming months will reveal how effectively this partnership translates into market impact, but one thing is clear: the brand is no longer content with being just another name in the essentials category. It aims to be remembered and, more importantly, desired.