HRX expands lifestyle ecosystem with fragrance range and pickleball integration

In a move to strengthen its position as a holistic lifestyle brand, the fitness-focused venture co-founded by actor Hrithik Roshan – HRX - has formally entered the personal fragrance market. Partnering with the PCA Group, the brand has introduced a three-variant collection: Hero, Rise, and Xtreme. This strategic expansion represents a departure from HRX’s traditional focus on apparel and performance footwear, signaling a shift toward ‘locker room’ essentials. The collection, comprising deodorants and Eau De Toilette, aims to capture the “everyday athlete” segment by blending functional durability with premium scent profiles, ensuring brand presence in the consumer’s routine beyond the gym floor.

Cultural alignment through high-energy sport

To drive market adoption, HRX has utilized the burgeoning popularity of pickleball, leveraging the ‘Pinkvilla Pickle Padel Party’ as a primary experiential touchpoint. By positioning its new fragrances within this high-energy, social sporting environment, the brand is successfully fostering engagement with urban millennials and Gen Z. The brand focuses on enabling the everyday athlete in all aspects of their life, starting with what they require for pre- and post-workout preparation, notes Afsar Zaidi, Co-founder, HRX. Industry analysts observe, this integration of product launches with trend-driven social experiences allows the brand to maintain high visibility and relevance in an increasingly saturated active-lifestyle sector.

Targeting fitness enthusiasts across India

HRX is a premier Indian active-lifestyle brand founded in 2013, offering apparel, footwear, accessories, and wellness products. It targets fitness enthusiasts across all Indian demographics. Following its acquisition by Myntra, the company focuses on scaling its multi-category ecosystem through digital platforms, performance-based innovation, and expansion into personal care.