Lyra Leggings ropes in Parineeti Chopra

The ever bubbly and vivacious Parineeti Chopra has joined the club of celebrity endorsers of Lux Group, a conglomeration of diverse brand portfolio across multiple product segments, as the brand ambassador of Lyra. Lyra that today enjoys very high level of consumer awareness and consumer loyalty has successfully established itself as the largest legging brand in the women wear segment.

Positioned as legging for anytime anywhere, the manufacturers of Lyra, Ebell Fashion Pvt. Ltd, a Lux group company, has further plans of premiumisation and portfolio expansion and thus signing up with Parineeti Chopra facilitates targeting the current youth fraternity reflecting confidence, simplicity and the ability to think out of the box which synchronises with the marketing intention of Lux Group.

Announcing the brand association, Udit Todi, Director, Ebell Fashion Private Ltd, said, “In a very short span of time the brand has helped us to strengthen our presence in the burgeoning women’s leggings category.

We have also extended our brand portfolio to intimate wears like lingerie and loungewear for women. Lyra is slowly progressing and carving itself out as a lifestyle brand with the aim to expand into further categories beyond leggings with differentiated offerings in an endeavour to command the highest share in this market.”

Lyra is the market leaders in the legging category with highest brand recall in the organised retail or online space. The legging business is growing by 50 per cent a year and currently the brand commands a market share of 38 per cent in the mid to premium segment.

Speaking on the occasion, Parineeti Chopra said, “I find Lyra leggings very comfortable and easy to wear. I can sport them anywhere and at all times. This product from Ebell Fashions is both trusted and known for delivering consistent quality and I am happy to be associated with them.”
Lyra leggings are available from Rs 250 onwards.