This brand sells lungi for Rs 5,400. Harsh Goenka is amused. Meet 'Lyongi Brothers'

The 'Lyongi Brothers' makes its cotton lungis in Bangkok. (Image credit: @longyibrothers/Instagram)

A Thai brand's video marketing the humble lungi to American and European markets as "lyongi"—a term used in Myanmar for the garment—has caught social media's fancy. Many online commentators, including industrialist and RPG Group chairperson Harsh Goenka, praised the Lyongi Brothers' marketing tactics.

In its promotional video, the brand chose to highlight the comfort and ease of wearing a lungi as compared to tight and "itchy" pants. "Are you tired of pants?" the brand asks in the video. "You don't have to suffer anymore. Longyi provides 1000 percent more airflow than pants to where you as a man need it the most."

Goenka shared the ad on X and wrote, "From South Indian streets to global markets! The humble lungi now branded as Longyi- it’s cooler than your overpriced joggers. No zips. No stress. So versatile."

From South Indian streets to global markets!The humble lungi now branded as Longyi- its cooler than your overpriced joggers. No zips. No stress. So versatile #marketing pic.twitter.com/kBX0na5ecp
Harsh Goenka (@hvgoenka) June 3, 2025

Made of 100 percent cotton, the lyongi is made in Bangkok. "This is a city where you can still see some people wearing the traditional dress in local neighbourhoods. Here, longyi is called sarong," the brand stated, adding that they work with a longstanding, independent tailor shop where experienced tailors ensure that our product is top quality. These longyis or lungis are priced between $46 to $63, which amounts to around Rs 3,900 to Rs 5,400 each.

Explaining why they chose to name themselves, "Longyi Brothers," the brand stated on its website: "We make longyi for all the men out there hence Longyi Brothers. But before LB was even an idea, we were big fans of this simple garment. We wore longyi around the house, at the beach and on hikes. We would like to share the experience with you."

Read more: Lungi is the most popular traditional attire among Indian men: Survey