Indian captain Virat Kohli signed collaboration with Lux Industries to launch his innerwear and sleepwear under ‘One8’. Earlier this week, Kohli collaborated with Puma for sportswear under the same brand ‘One8’ in New Delhi. Now, he is looking forward to touching a new ground in the market of innerwear.

This deal with Lux Industries is worth Rs 6,330 crores (1.2 billion dollars). Now, Lux will design, manufacture and market the One8 innerwear & sleepwear range that includes socks, briefs, trunks, vests, boxers, sleepwear and socks. This deal is expected to give Lux a big strength in the market as Virat Kohli’s brand value is hitting rooftop. This is a 10-year-long deal between both.

“With One8 we intend to make a substantial inroad in men’s premium innerwear segment and I am glad to partner with Lux Industries as they have the right expertise to augment growth. I am extremely passionate about One8 as a brand and now feel confident about establishing the brand and reaching out to the right audience in India and abroad,” Kohli commented on this collaboration.

Senior Vice President Lux Industries Ltd Saket Todi said in a statement “With One8, Lux Industries aims to disrupt the premium innerwear segment thorough innovative product offerings. We feel extremely confident that the distribution and resource strength of Lux Industries coupled with the youth appeal of Virat Kohli will make One8 the most preferred brand in the premium category for the youth of India in a couple of years..”

Udit Todi, Senior Vice President, Lux Industries Ltd added, “Lux Industries’ plan to associate with Virat Kohli is to fill the need-based vacuum that is created in the premium innerwear category and with One8 we would be able to provide a perfect synergy to that requirement.”