HRX

What HRX does

HRX is a privately held Indian athleisure and fitness lifestyle brand founded in 2012 by actor Hrithik Roshan and co-founded with his talent management company Exceed Entertainment. Headquartered in Mumbai, the company operates as a multi-category consumer brand spanning apparel, footwear, fitness equipment, wearables, luggage, bicycles, eyewear, fragrances, and nutrition products (Mission Protein India plant-based oat milk protein shakes). Beyond physical products, HRX runs a digital fitness community (HRX Mind Fuel / XPOD podcasts) with 1,000+ members, 40+ fitness programmes, and 150+ content channels, plus HRX Films, a wholly-owned production subsidiary creating original content for Prime Video.

The company sells primarily through a direct-to-consumer e-commerce website (hrxbrand.com) and major Indian marketplaces Flipkart and Myntra, and it partners with Cult.fit for co-branded workout content. HRX targets the mass market in India at accessible price points rather than positioning itself as a premium celebrity brand, with brand ambassadors now extended beyond the founder to include Tiger Shroff and Tripti Dimri to reach broader demographics.

Revenue derives from one-time product sales across multiple categories, fragrance sales, nutrition product sales (Mission Protein India), and content production through HRX Films. Annual revenue is reported as exceeding Rs 1,500 crore ($100M-$250M band) as of 2026, up from Rs 1,000 crore in FY2025. The parent entity is Exceed Entertainment; strategic affiliate brand partners include Noise, Eatfit, Country Delight, and HRX Fragrances as a sub-brand. The company competes in India's growing sports apparel market projected to reach $1.9 billion by 2030.

Name

HRX

Legal name

HRX

Website

https://hrxbrand.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

HRX is a Mumbai-based fitness lifestyle and athleisure brand founded in 2012 by actor Hrithik Roshan, offering mass-market apparel, footwear, nutrition, fragrances, and digital fitness content to Indian consumers via e-commerce platforms Flipkart and Myntra.

Ownership category

akta.pro rank

Product category

Athleisure Apparel & Active Lifestyle Products

NAICS

Apparel Manufacturing (315), Clothing and Clothing Accessories Retailers (45811), Footwear Manufacturing (3162), Apparel Accessories and Other Apparel Manufacturing (31599)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Footwear, (No Rubber) (3140), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Activewear & Training Apparel (CRAAAEAA)

akta.pro secondary industries

Performance Socks, Underlayers & Active Essentials (CRAAAEAJ), Athletic / Performance & Activewear Brands (CRAAAAAD), Running & Endurance Wear (CRAAAEAD)

Keywords

• Athleisure apparel
• Fitness footwear
• Sports nutrition
• Active lifestyle brand
• Fitness equipment

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Operations, Supply Chain, Personnel, Technology or R&D, Others

Revenue model

1. Product Sales - Apparel and Athleisure: HRX generates revenue through direct sales of its athleisure product line including apparel, footwear, fitness products, luggage, and accessories. The brand maintains mass-market pricing strategy targeting the broader Indian consumer base.
2. Product Sales - Nutrition: HRX expanded into nutrition market with plant-based oat milk protein shakes delivering 25g of protein per 200ml serving, sold through various online platforms.
3. Fragrances: Revenue generated from HRX fragrance products sold through online platforms.
4. Content Production - HRX Films: HRX Films produces content for streaming platforms like Prime Video, including series 'Storm' and film 'Mess', creating revenue through production partnerships with Amazon.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

HRX is a fitness and active lifestyle brand that designs, markets, and sells athleisure apparel, footwear, fitness equipment, fragrances, eyewear, accessories, luggage, bicycles, and fitness wearables under its own label. The brand also offers plant-based nutrition products through Mission Protein India and digital collectibles via the HRX NFT Collection. HRX distributes through its own D2C e-commerce store and major Indian marketplaces while operating an integrated digital community featuring fitness content and original film productions.

Product overview

HRX is a comprehensive fitness and active lifestyle brand founded by actor Hrithik Roshan in 2012, co-founded with talent management company Exceed Entertainment. The brand has evolved from a single athleisure clothing line into a multi-category portfolio spanning apparel, footwear, fitness equipment, wearables, luggage, bicycles, eyewear, fragrances, and nutrition products (Mission Protein India including plant-based protein shakes). HRX also operates a digital fitness community with over 1,000 members, 40+ fitness programmes, and 150+ channels featuring workouts, podcasts, and blogs. Beyond physical products, HRX has expanded into media production with HRX Films producing streaming content for Prime Video, and digital collectibles through an exclusive NFT collection. The brand distributes through e-commerce platforms Flipkart and Myntra, and maintains partnerships with fitness platforms like Cult.fit. HRX targets the mass market with accessible pricing while leveraging strategic brand ambassadors including Tiger Shroff and Tripti Dimri, having dissociated from relying solely on the celebrity persona over time. Revenue exceeds Rs 1,500 crore as of 2026.

Differentiator

Problem solved

Functional benefit

Brands

• Mission Protein India: Protein and nutrition product line including plant-based oat milk protein shakes
• HRX Fragrances
• HRX Core
• HRX EatFit
• XPOD

Named customers3 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core, major and minor.

• Prime VideocoreStrategic or Co-development Partner · 17 March 2026Prime Video partnered with HRX Films for original streaming content including the series 'Storm' (thriller) and film 'Mess' (comedy about robbers and a man with OCD). This marks Hrithik Roshan's streaming debut as a producer, with content exploring themes of ambition and secrets.
• Exceed EntertainmentcoreStrategic or Co-development Partner · 1 January 2012Exceed Entertainment is Hrithik Roshan's talent management company that co-founded HRX. The talent company manages HRX's brand strategy and celebrity coordination, serving as a core strategic partner since the brand's inception in 2012.
• FlipkartcoreChannel Partner/ Reseller/ DistributorFlipkart serves as a primary e-commerce distribution partner for HRX products, handling supply chain, logistics, and pricing while HRX focuses on brand narrative and marketing. The partnership enables wide distribution across India's e-commerce market.
• MyntracoreChannel Partner/ Reseller/ DistributorMyntra is a key e-commerce marketplace partner for HRX's apparel and fashion product distribution, leveraging their fashion-focused platform expertise and wide customer reach in India's online retail market.
• CultmajorChannel Partner/ Reseller/ DistributorCult (cult.fit) is a fitness platform partner for HRX workout content integration. HRX workouts are available through the Cult platform with specially designed sessions to kickstart fitness journeys, creating co-branded fitness programming.
• NoiseminorChannel Partner/ Reseller/ DistributorNoise is listed as an affiliate brand partner, likely for HRX wearable products or co-branded fitness tracking accessories.
• EatfitminorChannel Partner/ Reseller/ DistributorEatfit is listed as an affiliate brand partner, potentially for HRX nutrition or healthy food product collaborations.
• Country DelightminorChannel Partner/ Reseller/ DistributorCountry Delight is listed as an affiliate brand partner, potentially for dairy or fresh product offerings integrated with HRX's nutrition line.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Bewakoof: Indian D2C casual apparel and athleisure brand targeting young mass-market consumers with mass-price positioning. Closely comparable to HRX on customer segment, channel strategy (own site plus marketplaces), and pricing tier.
• The Souled Store: Indian casual and athleisure apparel brand selling through own site and Myntra/Flipkart with celebrity and pop-culture-driven positioning. Comparable to HRX on distribution channels, Indian mass-market focus, and lifestyle-brand identity.

Emerging players

• Alcis Sports: India-focused performance and activewear brand selling through Myntra and other marketplaces. Directly comparable on athleisure product category, India-only footprint, and mass-market price positioning.
• Cult.fit (cure.fit): Indian fitness platform and athleisure-adjacent brand offering workout content, programs, and apparel. Comparable as a fitness ecosystem partner and adjacent lifestyle brand targeting the same health-conscious Indian consumer.
• Noise: Indian wearable technology and smart accessories brand that is also an HRX affiliate partner. Comparable as a mass-market Indian D2C consumer brand in the fitness-adjacent wearables category.

Broad incumbents

• Decathlon: Global sports and athleisure retailer with strong India presence across apparel, footwear, and equipment at mass-market price points. Comparable as a primary competitive incumbent in Indian athleisure, with much larger scale and product breadth.
• Puma India: Global athletic and athleisure brand with significant India mass-market presence, particularly via Myntra and Flipkart. Directly competes with HRX in athletic apparel and footwear for the same Tier I-III consumer base.
• Nike India: Global athletic apparel and footwear leader with India operations and strong athleisure positioning. Competes with HRX for the same fitness-conscious consumer across premium and mass segments.
• Adidas India: Global sportswear incumbent with established Indian athleisure presence. Competes with HRX in activewear, footwear, and lifestyle segments, with broader product portfolio and global brand equity.
• Skechers India: Global footwear and activewear brand with strong Indian distribution via Myntra and Flipkart. Comparable as a mass-market athletic footwear and apparel competitor in India's e-commerce-led consumer market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/hrx
• Xx.com/hrxbrand
• Facebookfacebook.com/hrxbrand
• LinkedInlinkedin.com/company/hrxbrand

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HRX