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Cure.fit announces Rs 100-cr deal with Hrithik Roshan’s HRX

MUMBAI: Cure.fit has announced a Rs 100-crore partnership with Bollywood star Hrithik Roshan to promote the health-based start-up through his brand HRX.

The partnership is made keeping in mind Roshan’s status as a fitness idol. Cure.fit hopes to amplify its mass appeal by endorsing the philosophy of holistic health management.

Roshan commented, “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.”

As part of the collaboration, Roshan’s signature workout brand ‘HRX Workout’, designed by him along with his personal trainer under his brand HRX, is available exclusively at all CULT centers and will be eventually available on the Cure.fit mobile app. This premium offering alone is slated to be a 250 crore annual business.

Cure.fit co-founder Mukesh Bansal said, “Cure.fit’s growing popularity among 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.”

This strategic association is expected to accelerate Cure.fit’s expansion plans scross 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. The Cure.fit app’s subscriber base will grow to 1 million users.

Founded in 2016, Cure.fit’s approach to healthy living, combining emotional and physical health, has attracted a diverse set of prominent investors and health evangelists, as it offers customised, integrated health-based solutions on a singular platform.

HRX 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. The brand strives to provide products and services of substance, drawn from Hrithik Roshan and his dedication to achieving the fittest version of him.