We aspire to be the world’s best brand in our category: Afsar Zaidi

Founded by Bollywood star Hrithik Roshan and Exceed Entertainment, HRX, represents the X-factor, signifying one to push oneself towards the path of excellence, says co-founder, Afsar Zaidi. In conversation with Wellness India, Zaidi shares that HRX aims to revolutionise the fitness scenario in India, as a value-for-money, high quality alternative to international brands.

Tell us about HRX’s brand retail presence
HRX, India’s first homegrown fitness brand, is exclusively available on India’s largest e-commerce platform Myntra and its allied portals- Jabong & Flipkart. It is the 4th largest brand in the sports wear category on Myntra. As a part of the expansion strategy one will soon see HRX in the offline retail formats- EBOs and MBOs across all major metros.

HRX is focusing on women collection. What is the strategy?
HRX forayed into women collection couple of years ago and is working on growing the category now.

HRX is a quintessential sportswear brand and women are as much into fitness nowadays as men are. Hence, it is an important audience set that can’t be ignored or missed. Developing active wear for women is a slightly more detailed exercise as opposed to men’s active wear for items of clothing like sports bras, fitted vests, comfortable tights, require attention to detailing in terms of fit, cut and seamlessness for fluidity of movement. There is also a very strong sense of fashion and styling that is brought into women’s active wear in tandem with the international trends. Factoring all this, HRX is now poised with an interesting, highly stylized, trendy and comfortable collection for women.

HRX has expressed interests in the offline expansion. What is the progress?
It is very much a part of the strategy and the natural progression for a brand of HRX’s caliber. The process of identification of the right retail partners for MBOs and availability of the right locations for EBOs has begun. We are working on the same and the plan should see fruition soon. The target looks like the festive season of 2018.

Is HRX looking at franchising business model?
Our model thus far has been that of licensing. As of now franchising is not being explored. However, the right business structure that propels the growth of the business in the right direction is always welcome.

Is HRX planning to launch more products?
We are not averse to the idea of launching anything new and innovative around the two pillars of HRX- fashion and fitness. Soon, HRX will pan across all relevant categories pertaining to the life of a fitness enthusiast or an aspirant of fit living. The brand takes off from various facets of Hrithik Roshan’s lifestyle and fitness regime to create value offering for consumers in relevant categories. We have a lot of interesting business partnerships in pipeline that will be announced over the course of time.

What marketing strategies are you planning to scale up sales?
Our core focus continues to be digital marketing and all our marketing and communication content will serve the purpose of keeping our consumer motivated along his/her journey towards being the best version of himself. HRX is also looking at investing in an enhanced retail experience through the use of technology. Product and design innovation with continued focus on new category introductions will drive the sales.

What are your future plans?
To be the world’s best brand in our category! Introduction of new product categories, more effective marketing & communication, introduction of technology and performance in product, offline retail presence and initiation of a fit India movement- all form part of our future plans.