Retail New India: Bollywood actor Hrithik Roshan has launched his own casual wear brand, HRx. “The brand is about fitness and fashion, the two key strengths of Hrithik Roshan,” said Afsar Abbas Zaidi, founder of Exceed Entertainment that manages the actor’s brand endorsements and has been working on this project for three years along with The Wild East Group, a business development and brand extension agency.
“We are targeting not only his fans to buy the products, but also those looking for affordable quality active casual wear,” he said.
HRx has debuted online through an exclusive partnership with Myntra.com, which will also manufacture the merchandise.
Exceed Entertainment plans to retail the brand through on-ground retail stores across the country next year onwards. “We will also evaluate the option of setting up exclusive retail outlets if it is commercially viable,” Zaidi said. The firm targets online sales of 100 crore in the first three years.
Brand HRx will be entirely owned by the actor, but different revenue deals will be worked out between Roshan, Exceed, Wild East and any other partner like Myntra in case of online retail.
In the past, several celebrities including Shah Rukh Khan, Arjun Rampal, Shilpa Shetty, Amitabh Bachchan, Zeenat Aman, Lata Mangeshkar and MS Dhoni have launched products, mostly fragrances, in their names. But it’s hard to say if they have been commercially successful as most celebrities only lent their names and done licensing deals with other companies.
Zaidi, who has been managing Roshan’s endorsements for the last nine years, however, said the actor has been involved in HRx from day one and he has spent a lot of time on developing the brand identity.
Roshan said ‘HR’ in the name of the brand is his initials. “Additionally, it is a play on the word ‘hero’,” he said.
“The x is for extreme,” Roshan said, adding it could be anything from achieving the best grades, to working harder than your co-workers, to your fitness and diet regiment.
Source : economictimes.indiatimes
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