HRX extends into fragrance with PCA Group, betting on gym-locker positioning
Hrithik Roshan's HRX moves beyond apparel into personal care, launching three deodorant-EDT variants—Hero, Rise, Xtreme—via PCA Group. Distribution anchored on Myntra and HRX.in, with a 'Gym Locker Room Strategy' targeting fitness-led consumers.
What happened
HRX, the Hrithik Roshan-backed Indian fitness brand, enters personal fragrances via partnership with PCA Group. Three variants—Hero, Rise, Xtreme—as deodorants
Why this matters
HRX's licensing extension into personal care signals a brand-stretch playbook worth tracking for partnership or white-label opportunities in adjacent fitness-coded categories like supplements or recovery.