Cure.fit signs a 100 Crore partnership with Hrithik Roshan lifestyle and fitness brand HRX

Mumbai: Health and wellness startup Cure.fit has signed Rs 100 Crore partnership with renowned Bollywood star, 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, a release said Founded in 2016, Cure.fit's pioneering scientific approach to healthy living, combining emotional and physical health, has attracted a diverse set of prominent investors and health evangelists, as it offers customized, integrated health-based solutions on a singular platform.

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. The Cure.fit app's subscriber base will grow to 1 million users.

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 250 Crore annual business, release added HRX, India's largest homegrown fitness brand was founded in 2013 by Hrithik Roshan and Exceed Exnterntainment. The brand has been envisioned to serve as a platform for bringing like minded people together to endorse the philosophy of becoming the best version of them. HRX aims to revolutionize 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.''

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. ''

Commenting on HRX's collaboration with Cure.fit, Afsar Zaidi, Co-Founder at HRX said, ''We are very pleased to announce our first ever fitness partnership with Cure.fit. Our collaboration is a strategic move to grow the fitness community for our brand to propel itself as one of the top home grown fitness brands in the country.
In our journey of HRX to touch a billion people of our country, this partnership will play a key role''.