Let’s put the spotlight on sportswear & athleisure, a segment that’s expected to exceed INR 40,200 Cr by 2025!
Tell us a few brands that come to your mind – Nike, Puma, Adidas, Reebok, Fila?
Did HRX creep in too?
It certainly should. Here’s why! 👇
Below are the penetration rates of the leading sportswear and athleisure brands in India from 2012 to 2013. (Source)
Back in 2012, when international players were completely dominating the Sports & Athleisure segment in India, Hrithik Roshan along with Sid Shah, Afsar Zaidi, and Kamal Punwani laid the foundation stone of HRX and took the segment by storm.
The secret to HRX’s success?
Extensive focus on marketing—strategically leveraging Hrithik Roshan’s star power while focusing on long-term brand building, community engagement, and innovative partnerships.
Let’s dive in?
The Hrithik Impact 🌟
Celebrity endorsements aren’t new, but so many brands have not been able to crack the code. What sets HRX apart is how seamlessly the brand aligns with Hrithik Roshan’s own lifestyle.
Pallavi Barman, HRX’s Chief Strategic Advisor, once mentioned in an interview, “People trust HRX because they see Hrithik not just as a brand ambassador but as someone who lives and breathes the HRX lifestyle.”
Unlike other celebrity brands that fall back on fame alone, HRX’s marketing is centred around Roshan’s genuine passion for fitness. This personal alignment has helped build a strong emotional connection with consumer cohorts.
A 2022 report from Business Insider showed HRX had raked in ₹350 Cr within its first fiscal year through Myntra alone.
Selling Lifestyle, Not Products 🏋️
HRX isn’t just selling apparel—it’s selling philosophy.
HRX’s campaigns focus on customer stories, featuring real people who embody the HRX spirit. This personal touch resonates deeply with consumers, creating a sense of community and loyalty. It’s not just about buying workout gear—it’s about buying into a mindset.
In a market saturated with brands like Nike and Adidas, HRX found its niche by making fitness more accessible and relatable – they organised marathons, yoga sessions, you name it!
A Cult Following On Instagram Never Disappoints 🎉
With 253,000 followers on Instagram, HRX has effectively leveraged social media to engage its audience. The brand uses Hrithik Roshan’s star power, engaging influencers, and user-generated content to build a loyal fan base.
🔷 Content Focused on Fitness & Community: HRX’s posts feature workout tips, motivational messages, and product highlights—all aimed at inspiring their community to get moving.
🔷 User-Generated Content: HRX actively encourages customers to share their fitness journeys using its gear, further boosting credibility. Featuring real customers makes the brand relatable, showing that HRX is for everyone.
HRX Beyond Marketing…Affordability Meets Performance 💪
☑️ The Mass-Premium Play: Simple – offer high-quality activewear at a price point accessible to the average Indian consumer, and win the market share. While global brands command premium pricing, with ASP (Average Selling Price) as high as INR 4000 per product, HRX appeals to a broader audience with an ASP of around INR 1600 per product.
☑️ Local Understanding: From climate-appropriate fabrics to culturally resonant designs for the Indian market, HRX connects with Indian consumers really well.
☑️ Expanding Portfolio: Recognizing the growing athleisure trend, HRX expanded its offerings to include joggers, hoodies, smart wearables, and sneakers, which can be worn casually as well as during workouts.
Until the next one!