Startup Atlas · E-commerce Brand

HRX Acquired

● Mumbai, Maharashtra ● Founded 2012 ● hrxbrand.com ↗

Hrithik Roshan · Co-owner Afsar Zaidi · Co-Founder Sid Shah · Co-Founder Kamal Punwani · Chief Strategy Officer

UndisclosedTotal funding (tracked)

0Funding rounds

—Last round

HRX: Business Model Canvas

The nine-block Business Model Canvas, filled in only where a public source states it — empty blocks mean we haven't found a citable fact yet, not that the answer is zero.

Value Propositions

Celebrity-backed active-lifestyle brand

India's first homegrown celebrity-incubated fitness/active-lifestyle brand, positioned around Hrithik Roshan's personal fitness mission.

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Full activewear range for men and women

Sports/training apparel, casual apparel, footwear and accessories spanning both men's and women's lines.

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Customer Segments

Fitness-focused go-getters

HRX targets young, urban and semi-urban fitness enthusiasts pursuing an active lifestyle.

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Customer Relationships

No cited public information yet.

Channels

Myntra e-commerce (exclusive)

HRX sold exclusively via Myntra and its allied portals Jabong and Flipkart before planned offline expansion into EBOs and MBOs across major metros.

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Planned offline retail (EBOs/MBOs)

HRX planned to expand into exclusive brand outlets and multi-brand outlets across major metro cities.

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Key Activities

No cited public information yet.

Key Resources

No cited public information yet.

Key Partnerships

Exceed Entertainment

HRX was co-owned/co-founded with Exceed Entertainment (Afsar Zaidi, Sid Shah), Hrithik Roshan's entertainment/talent management partner.

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Myntra / Flipkart

Myntra (Flipkart-owned) took a 51% majority equity stake in HRX in Aug 2016 and became its primary retail and analytics partner.

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Xiaomi India

HRX partnered with Xiaomi India to co-launch a wearable fitness tracker (Mi Band-HRX Edition).

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Revenue Streams

Apparel75% of revenue

Apparel was the majority of HRX's revenue mix.

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Footwear25% of revenue

Sports shoes formed the remainder of HRX's revenue mix.

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Cost Structure

No cited public information yet.

FAQs on HRX

What is HRX's business model?

HRX's core value proposition centers on Celebrity-backed active-lifestyle brand, Full activewear range for men and women.

How does HRX make money?

HRX's cited revenue streams include Apparel, Footwear.

Sources & corrections. Every fact on this page is compiled from cited public sources — follow the "source" links beside each entry. Profile sources: www.prnewswire.com www.punekarnews.in · Last verified 26 Aug 2026. · Report a correction