Lux Industries was set up as the Biswanath Hosiery Mills in 1957 by the late Girdharilalji Todi. Girdharilalji's sons took over the operating responsibilities in 1964. The next 20 years saw the company growing 100 times in size through a series of marketing and manufacturing innovations. In 1992, Lux launched their first television commercial with the famous yeh andar ki baat hai tagline. The following year saw the company launch their export operations and quickly established a strong presence overseas, with offices in the Middle East, Europe, and Africa. In 1994, Lux organised the first Dealer’s Conference in the Indian hosiery industry and also established the industry’s first International Dealers' Tour. 1995 saw the company officially changing its name to Lux industries limited. This was followed in short order by the establishment of over 500,000 retail outlets all over India, and has offices in Kolkata, Delhi, Agra, Indore, Mumbai, Ludhiana, Jaipur, and Roorkee.