Mumbai: For the first time, the Hrithik Roshan owned fitness and lifestyle brand HRX will see another celebrity, Tiger Shroff, as its face.
The sports and fitness wear brand for men which started in 2013 is currently available on e-commerce websites like Flipkart and Myntra only. Till now, Hrithik was both the owner and the only endorser of the brand. However, in order to widen its horizon, the brand is not only planning to launch its physical outlets by the next financial year but has also signed Tiger to get more eyeballs.
On the other hand, the signing is also the first major brand endorsement for Shroff, who has inked a multi-year contract at roughly Rs 1-1.5 crore a year with the brand.
It is learnt that in just two years of its existence, HRX has seen a double-digit growth in terms of turnover.
Kamal Punwani, Chief Financial Officer and Corporate Development Head, has affirmed that the brand is inching towards a Rs 100 crore business. It is looking forward to have more brand endorsers to highlight different aspects of the brand.
“As part of the marketing plan for HRX, we have taken certain steps till now. The association with MTV Himalayan Race and FC Pune were part of it. We are also involved with four athletes in the 2016 Paralympics to be held in Rio where we have pledged one day's sales towards the athletes' preparation for the event and also helped in crowd-sourcing funds. Getting Tiger is another such step as it helps us widen the scope of touch points the brand can reach out to,” says Punwani.
Currently, HRX also has plans to launch a women's sportswear range.
