Health-based startup Cure.fit has announced its Rs 100 crore partnership with Hrithik Roshan, who will promote Cure.fit through his brand, HRX. His iconic status as a fitness idol will amplify Cure.fit’s mass appeal, endorsing the philosophy of holistic health management.
Founder, HRX, Hrithik Roshan said, “I strongly believe in the philosophy of healthy living which is integral to brand HRX – it is not just about being fit, but truly undergoing a transformation in your lifestyle and understanding the connection between mind and body. What is most remarkable about Cure.fit is that it creates bespoke solutions for its customers. I look forward to furthering the HRX vision through this partnership.” This strategic association is expected to accelerate Cure.fit’s expansion plans, pan India. The company’s growth plan over the next five years includes adding 500 new ‘CULT’ outlets – Cure.fit’s chain of fitness centres – across India. Cure.fit’s fitness vertical, Cult.fit, is predicted to witness an exponential growth as a result of its association with Hrithik Roshan and the synergy of ideologies between HRX and Cure.fit. As part of the collaboration, Hrithik Roshan’s signature workout – ‘HRX Workout’, designed by him along with his personal trainer under his brand HRX, is available exclusively at all CULT centers and eventually will be made available on the Cure.fit mobile app. This premium offering alone is slated to be a 250Cr annual business..
HRX, India’s largest homegrown fitness brand was founded in 2013 by Hrithik Roshan and Exceed Entertainment. The brand has been envisioned to serve as a platform for bringing likeminded people together to endorse the philosophy of becoming the best version of them. HRX aims to revolutionise the fitness scenario in India, as a value-for-money, high quality alternative to international brands. The brand strives to provide products and services of substance, drawn from Hrithik Roshan and his lifelong dedication to achieving the fittest version of him. Speaking on the Cure.fit’s partnership with Hrithik Roshan, co-founder Mukesh Bansal said, “Cure.fit’s growing popularity amongst consumers validates the need for holistic, preventive healthcare solutions in the country. Our partnership with HRX will enable us to expand our market presence and consumer base. Hrithik is admired for the incredible passion and discipline he devotes to his fitness regime, his association with us will chart new growth opportunities for Cure.fit.”
