Athleisure brand transitions to ‘premium’ as digital sales explode
23 November 2025, Mumbai
HRX, the homegrown fitness and lifestyle brand co-founded by Hrithik Roshan, is intensifying its focus on the premium segment, building upon its over ₹1,000 crore revenue milestone.
Historically, HRX focused on accessible athleisure; it is now channeling 60% of its R&D budget into high-performance fabrics and D2C (Direct-to-Consumer) technology.
The plan focuses on utilizing personalized styling through AI to overcome digital acquisition hurdles, aiming to double its premium apparel revenue within two fiscal years and solidify its position against international competitors.
The Indian apparel market is undergoing a rapid premiumization cycle, driven by evolving consumer demand for high-quality, versatile clothing.
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The athleisure segment, in particular, is set to lead this shift, projected to grow at a robust Compound Annual Growth Rate (CAGR) of 12.4% through 2030.
Industry observers note that while mass market apparel remains steady, the premium category is registering the fastest growth, compelling established players to rethink their product mixes and price points to capture aspirational spending.
Tier 3 and Social Commerce goldmine
This growth is fundamentally enabled by digital retail. The online fashion market is accelerating at a CAGR of 22.2% (2024–2029), largely due to penetration into smaller towns; Tier 3 cities recently accounted for 46% of total e-commerce festive orders. Brands leveraging creator-led marketing are seeing massive returns, with major platforms reporting social commerce conversions that are 28% higher than average.
This "discovery-based" shopping model is a critical challenge for traditional brands.
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