Ten year old HRX is targeting a revenue total of Rs 1,000 crores in the 2023 financial year.
Hrithik Roshan’s fitness wear brand continues to expand and promote healthy living through exercise. The brand has reached a revenue total of Rs 920 crores and is confident that the growth trajectory will continue.
As far as India is concerned, the idea is to touch 1.5 billion lives across categories. HRX retails with an omni-channel model and is increasing the tech features in its offline offering. HRX is also looking beyond India and increasing its focus on expanding in the Middle East. The brand does sportswear and gear in clothing, but not for professional athletes. Since getting into a physically demanding activity is not easy and comes with a lot of baggage and demand for motivation, HRX minimises those entry barriers for customers by offering smart wearables, bicycles and accessories.
For marketing, HRX relies heavily on user generated content by building a community around fitness online.One product category which HRX plans to increase its market share in is fragrances. The brand has partnered with Baccarose to launch its HRX fragrance category, which it is currently promoting while targeting fitness enthusiasts.
