HRX

HRX is an Indian fitness and lifestyle brand launched in 2012 and co-owned at launch by actor Hrithik Roshan and Exceed Entertainment. Flipkart-owned Myntra acquired a 51 per cent stake in 2016. It matters as an early example of a celebrity-led brand scaled through an e-commerce platform.

What is HRX?

HRX is an Indian fitness and lifestyle brand. Inc42 reported in August 2016 that it was launched in 2012 and co-owned by the Bollywood actor Hrithik Roshan and Exceed Entertainment, with Afsar Zaidi identified as a co-founder.

Ownership

In August 2016, Flipkart-owned Myntra acquired a 51 per cent stake in HRX. Flipkart said it planned further investment to expand into innerwear and menswear. The sources reviewed do not confirm the current shareholding, so any later changes should be checked.

Products and positioning

The brand makes sportswear, footwear, casualwear and accessories for men and women. It positions itself around fitness and an active lifestyle, using the public profile of its co-founder.

Business model and distribution

HRX grew mainly through Myntra, one of India's large fashion e-commerce platforms. At the time of the 2016 deal, the report said the brand was expected to generate about INR 200 crore (about USD 29 million) in gross revenue in 2016 and to go offline the following year. These were projections rather than audited figures.

Why it matters

HRX is a widely cited Indian example of a celebrity-linked private label developed with a marketplace owner, a model also used by other platform brands.

Frequently asked questions

Who owns HRX?

Myntra, owned by Flipkart, acquired a 51 per cent stake in HRX in 2016. The brand was co-owned by actor Hrithik Roshan and Exceed Entertainment.

Where is HRX from?

HRX is an Indian brand launched in 2012. It makes sportswear and lifestyle clothing and is sold largely through Myntra.

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