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In the Indian market, quality is the one and only deciding factor. If a brand happens to dip the quality of its products, consumers often reject it for another. And in case of the hosiery industry, this is ever so apparent. The reason for Lux's phenomenal success in the hosiery market is the fact that we have incorporated this very belief at the core of our business model. We are constantly innovating our production techniques while maintaining a sustainable approach towards our expansion in the market.