“Yeh andar ki baat hai,” the famous tagline has been synonymous with Lux Industries’ innerwear and leisure products — the tagline has helped build strong brand recall. But what happens when ‘andar ki baat’ is not too palatable? Evidently, promoter selling in the stock has ruffled quite a few feathers. Promoters including Ashok Kumar Todi sold 4.2% worth Rs.1.38 billion in the last week of December.