Brands
Artimas Fashions assigns 12-15% marketing spend for Virat Kohli’s innerwear range one8
MUMBAI: Virat Kohli is not only the number 1 cricket sportsperson in the world but also a dynamic youth icon whose personality allures millions of youngsters across the world. He is known for his determination, rigour, and the undying zest towards achieving success. Embodying the same facets of his personality, the cricketer, in association with Artimas Fashions, recently launched the innerwear collection of his brand one8-conceptualised by Cornerstone.
A subsidiary of Lux Industries Ltd, Artimas Fashions Pvt Ltd is the official licensee for cricketer Kohli’s one8 innerwear collection and is working diligently to place this newest offering from the one8 basket as the preferred choice of the millennial population.
Its positioning as a functional brand offering ‘comfort to the restless’ is going to be the hook holding the interest of the target consumer group who will feel a huge connection with the messaging, Artimas Fashions Pvt Ltd MD Nishchal Puri tells Indiantelevision.com.
Speaking about the brand, he says, “one8 has been conceptualised by Virat (Kohli) and his team. When we were approached for the innerwear collection, we realised, with our experience in the industry, that there is a huge gap in the market. While it is a Rs 15,000 crore market, the premium segment is just Rs 5,200 crore. So, when we were conceptualising and deliberating (on marketing strategies), we found a phenomenal opportunity because with Virat onboard, the brand has great scope to develop connectivity with the right target consumer group.”
He says that the brand is working towards rekindling and rejuvenating the innerwear market. “We have developed a great range and it is targeted at mid to premium price points. We are not a super premium brand because we want the comfort to reach as many consumers as possible.”
The brand has currently been launched on e-commerce platforms and Puri is expecting that they will be able to take it to offline retail stores by the first quarter of the next year. He reveals that his team along with Virat’s team from Cornerstone is planning a lot of activities for the online as well as the offline activation of the brand. They have started with the launch of a high-quality video, featuring Virat Kohli, on digital platforms.
“We initially, intend to use it (the brand video) on digital and then take it to cinemas before launching it on television in the next couple of quarters. The idea is when we launch on television, we should be recognised by as many people as possible. So, we are trying to use a mix of all these three media to reach the maximum of the target consumer base,” he shares.
Shedding light on the marketing budgets that they are working with, Puri reveals that they have started with 8 per cent of the budget initially and will be cumulatively spending 12-15 per cent in terms of marketing engagement. “We have a substantial amount of investment that goes in in-store publicity. Also, we are marketing across multiple platforms. So, including all of this, the ATL-BTL spends combined, we will be spending some 12-15 per cent on the innerwear range.”
He added that they will be taking the brand to the Middle Eastern market as well and are planning some consumer integration activities with Kohli for the same.
With this new product range, Artimas Fashions wants one8, which is in the third year of its inception, to touch the Rs 100 crore revenue mark.
Brands
Charlotte Tilbury opens first flagship store in India
Luxury beauty brand bets on immersive retail as India expansion gathers pace
NEW DELHI: Charlotte Tilbury has opened its first flagship Beauty Wonderland in India, planting a high-glamour marker in New Delhi as global beauty brands double down on the country’s fast-growing premium market.
Located at Nexus Select Citywalk in Saket, the store is operated end-to-end by Nykaa, deepening a partnership that began with the brand’s digital launch in India in 2020 and has since scaled across retail, marketing and distribution. The opening signals a shift from marketplace presence to standalone brand environments as companies chase long-term equity and consumer loyalty.
The launch was marked by an event on April 9 featuring actor Sobhita Dhulipala, the brand’s first beauty muse in India, underscoring Charlotte Tilbury’s growing cultural push in the market.
“Darlings, I am so excited to open my first-ever flagship Beauty Wonderland in India, in its vibrant and iconic capital, New Delhi,” said Charlotte Tilbury. “This is such a magical milestone for the brand as we continue to grow in one of the world’s most dynamic and exciting beauty markets.”
Tilbury highlighted the brand’s connection with Indian consumers. “India has always been a place of incredible beauty, celebration and transformation. I have been so inspired by the artistry, creativity and passion of our community here. They are true beauty connoisseurs that appreciate next-generation formulas,” she said.
The store is designed as an immersive retail experience, blending the brand’s Art Deco and old Hollywood aesthetic with local cues. A bespoke Royal Indian Arch anchors the space, alongside personalised makeup services tailored to Indian trends and occasions. A dedicated bridal looks wall nods to the country’s strong wedding-led beauty market, while interactive elements such as the Pillow Talk photowall and in-store masterclasses aim to drive engagement.
For the first time in India, the full Charlotte Tilbury portfolio is available under one roof, spanning makeup, skincare and fragrance, including the Fragrance Collection of Emotions and bestsellers such as Magic Cream, Airbrush Flawless Blur Concealer and Pillow Talk products.
Nykaa, which operates 57 doors for the brand alongside its app and website, will now lead end-to-end management of Charlotte Tilbury’s exclusive boutiques in India, covering retail operations, staffing, supply chain, marketing and omnichannel integration.
“Charlotte Tilbury has been one of our most successful and strategic global partnerships,” said Anchit Nayar, executive director and chief executive officer, Nykaa Beauty. “The launch of the first exclusive boutique, fully operated by Nykaa, is a natural next step and reflects our shared long-term commitment to building the brand in India.”
Nykaa’s broader beauty playbook, built on digital-first entry followed by omnichannel scale, now reaches over 42 million consumers and has become a template for global brands entering India. The retailer currently serves 52 million customers through its platforms and runs 276 offline beauty destinations, reinforcing its position as a gateway for international labels.
Charlotte Tilbury, founded in 2013, now operates in over 50 markets with more than 3,000 employees and 500 products across categories, with over 3,000 distribution points globally.
A second standalone store is slated to open at Mall of India in Noida in May 2026, signalling an aggressive retail push.
In a market where beauty is fast turning from aspiration to everyday indulgence, Charlotte Tilbury is not just selling products. It is building theatre, and betting that Indian consumers are ready to buy into the spectacle.
