Case Study: How HRX Won as a Celebrity Brand

I was traveling last week and was bored with the take-outs that almost tasted the same.

So my very good friend ordered a Red Rice Bowl.

Yep, it tasted as good as it looks. AND it was healthy!

That’s when I was told that this was from HRX.

A little research later I found out that HRX has partnered with EatFit to create this (more on it later).

Launched in 2013, the brand was started by Hrithik Roshan and his co-founders Afsar Zaidi, Kamal Punwani, and Sid Shah.

HRX was about creating a brand that resonated with a generation passionate about achieving their fitness goals.

While competitors like Adidas and Nike were already established, HRX understood this gap in the market – a lack of activewear that combined cutting-edge design with affordability.

HRX doesn’t just sell clothes; they sell the idea of self-improvement and achieving one’s best version.

The brand emerged at a time when fitness was gaining mainstream popularity in India.

It democratized fitness fashion, making it attainable for the masses.

HRX as a Celebrity Brand:

Many celebrity brands struggle because they rely solely on the celebrity’s fame to drive sales. What makes HRX different?

Its success as a celebrity brand stems from a strategic approach that goes beyond simply slapping a celebrity’s face on a product. Here’s what sets them apart:

Hrithik Roshan’s Genuine Passion:  Unlike some celebrity endorsements, Hrithik Roshan’s association with HRX feels genuine. He’s known for his dedication to fitness, and his use of HRX apparel aligns with his personal brand. Consumers perceive Roshan as someone who embodies the brand’s core values – discipline, dedication, and achieving one’s fitness goals. This helps to build trust with consumers.

Focus on Values, Not Just Products:  HRX promotes fitness as a lifestyle, emphasizing values like discipline, dedication, and achieving one’s goals. Roshan embodies these values, further strengthening the brand message.

Focus on Long-Term Brand Building:  HRX has a clear vision and a well-defined target audience. Their marketing strategy goes beyond short-term campaigns, building brand loyalty and customer relationships over time.

Value Proposition:  While Hrithik Roshan is a significant factor, HRX offers quality products, valuable content, and a sense of community, setting them apart from brands that solely rely on celebrity association.

This shows that a well-crafted marketing strategy, genuine brand values, and a focus on building a community are key ingredients for a celebrity brand to thrive in a crowded market.

Brand Identity and Positioning: 

HRX isn’t just a brand; it’s a philosophy. Their brand identity revolves around empowering individuals to tap into their inner potential through fitness.

According to Roshan, HRX is a system that can help you feel unstoppable and empowered if you apply it.

This philosophy manifests in everything they do, from their product design to their marketing campaigns.

HRX activewear prioritizes both performance and style. Their apparel utilizes advanced materials while maintaining a trendy aesthetic.

This caters to the modern fitness enthusiast who demands both functionality and a fashionable look.

Competitive Landscape:

HRX operates in a dynamic and competitive space – the Indian activewear market.

A. Global Giants:

Nike and Adidas:  These international behemoths dominate the global sportswear market, offering a wide range of performance-driven apparel and footwear. Their brand image is associated with cutting-edge technology, professional athletes, and a premium price tag. Puma:  They focus on high-performance products with a slightly more affordable price point compared to the top two brands.

B. Domestic Contender:

Alcis Sports:  An Indian brand, Alcis offers high-quality activewear at competitive prices. They target a similar demographic as HRX, focusing on functionality and affordability.

C. HRX’s Competitive Edge:

While facing stiff competition, HRX carves out its niche through several key differentiators:

Value Proposition:  HRX strikes a unique balance between affordability and quality, making it a more accessible option for budget-conscious consumers compared to global brands. Local Understanding:  HRX caters to Indian preferences with climate-appropriate fabrics and designs that resonate with local sensibilities. Celebrity Influence:  Hrithik Roshan’s association provides a strong emotional connection with the target audience, fostering brand loyalty.

By continuously analyzing the competitive landscape and adapting its strategies, HRX can maintain its position as a leader in the Indian activewear market, empowering the aspirational generation to achieve their fitness goals in style.

Product Strategy:

Activewear for Everyone:  HRX offers a comprehensive range of activewear for men and women, including t-shirts, vests, track pants, shorts, leggings, and sports bras. They cater to various fitness activities, from running and training to yoga and casual workouts. Style Meets Performance:  The brand prioritizes both functionality and aesthetics. Their apparel utilizes sweat-wicking fabrics with a comfortable fit while maintaining a trendy and youthful design. Expanding Portfolio:  Recognizing the athleisure trend, HRX has expanded its product portfolio to include casual wear like joggers, hoodies, and sneakers. This allows customers to seamlessly transition from workouts to everyday activities.

HRX prioritizes online sales through partnerships with major Indian marketplaces like Myntra, Flipkart, and Amazon.

Its collaboration with Myntra helped the brand make Rs 350 Cr in the first fiscal year!

This ensures a wide reach and caters to the online shopping preferences of their target audience.

HRX by EatFit: A Powerful Partnership for Fitness Enthusiasts

HRX by EatFit is a strategic collaboration between two established names in the Indian fitness industry.

EatFit is a prominent Indian healthy meal delivery service, offering personalized and convenient meal plans.

“We believe in providing the best of all there is to aid the journey of every individual who wishes to live a wholesome and healthy life. The offerings in this range include apparel, footwear, audio, fitness equipment, curated workouts, gym access, nutrition, personal grooming and a few more necessities which an individual on a fitness quest seeks regularly.”

Pallavi Barman, brand head, HRX

It is available on online food delivery sites like Swiggy and Zomato.

An HRX Cafe was also opened in Phoenix Palladium mall.

Source: Startup Story

This helps to get organic foot traffic to the brand.

Hrithik Roshan’s face along with the name helps to establish immediate trust and credibility, encouraging new customers to try it.

How HRX by EatFit Benefits the HRX Brand:

Enhanced Brand Image:  The partnership with EatFit positions HRX as a brand that goes beyond just selling clothes. They show a commitment to a holistic approach to fitness, encompassing both exercise and proper nutrition. Expanded Customer Base:  EatFit caters to a health-conscious audience interested in healthy eating. This collaboration potentially broadens HRX’s reach, attracting customers looking for a complete fitness solution.

Overall, this collaboration positions HRX as a brand that understands the importance of a well-rounded approach to fitness, potentially leading to increased brand loyalty and customer satisfaction for both HRX and EatFit.

Instagram Strategy:

hrxbrand currently has 257K followers on Instagram.

They use product displays in posts like this:

They also utilize Hrithik Roshan as the face of the brand to get a higher reach and engagement with reels like this:

Overall, the strategy is more about the brand than about the consumer.

If they find a way to make it more engaging and beneficial for the audience, they can have a wider appeal and impactful presence.

In a Nutshell:

HRX has not only become a go-to brand for activewear, but also a symbol of achieving one’s fitness goals with style and community support.

Their innovative marketing strategies position them as a leading light in the Indian fitness industry, inspiring a generation to move, stay active, and unleash their inner potential.

Key Takeaways from HRX’s Marketing

Sell a Philosophy, Not Just Products:  Build a strong brand identity that goes beyond selling items. HRX empowers people through fitness, creating a loyal customer base. Craft a Unique Value Proposition:  Identify your niche and differentiate yourself from competitors. HRX offers affordable, stylish activewear that caters to local preferences. Leverage Celebrity Influence Strategically:  A celebrity association can be powerful, but ensure it’s genuine. Hrithik Roshan’s passion for fitness builds trust with HRX’s target audience. Craft an Engaging Social Media Strategy:  Move beyond product-centric content. HRX can benefit by creating content that educates and inspires their audience.