Lyra, the women’s legging brand owned by Kolkata-based Ebell Fashion, a Lux Group company, will soon launch lingerie and loungewear for women under the same brand name.

The company will position Lyra intimate wear as affordable collection and will target self-independent, emancipated woman looking to own a good product at a decent price.

“Lyra today enjoys very high level of consumer awareness and consumer loyalty. Our legging business is growing by 50 per cent a year and currently we command a market share of 38 per cent in the mid to premium segment,” Udit Todi, senior vice president, Lux Industries said.

Lux products reach customers through more than 5,000 strong retailers and distributors’ network.

Elaborating further on plans to sell Lyra products online, Todi said, “In addition to our own website, we will have tie-ups with leading e-commerce sites to sell our new products. We will be competitively pricing the products keeping in mind the price sensitivity of the Indian consumers.”