Decoding Growth & Marketing Strategy of Active wear Brand HRX, with Afsar Zaidi, Co-Founder, and CEO
by Shantanu Jain Marketing | December 7, 2017 | Interview
HRX, one of India's homegrown activewear brand was founded in November 2013 by Bollywood Actor Hrithik Roshan and Exceed Entertainment. The collections from the brand are a combination of style and substance, drawn from Hrithik Roshan and his lifelong dedication to achieve the fittest version of himself.
The brand from the year of its establishment has not only diversified its products offering (sports shoes, men’s joggers, t-shirts, backpacks and select womenswear, joggers, sports bras, t-shirts) but has also used different marketing mediums to promote itself.
HRX is currently valued at INR 150 Cr. and in an exclusive conversation with Afsar Zaidi, Co-Founder, and CEO, HRX we at EVENTFAQS decode the relevance of experiential marketing for the brand.
How was the idea to establish the brand HRX conceived and how did its journey begin?
HRX, India's largest homegrown fitness brand was founded in 2013 by Hrithik Roshan and Exceed Entertainment. The brand was 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 revolutionise 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. The brand takes off from various facets of Hrithik Roshan’s lifestyle and fitness regime to create value offering for consumers in relevant categories.
The brand is not present in the market through retail footprints. What has been your market strategy for it and what are the marketing tools you have used?
HRX is exclusively available on India’s largest e-commerce platform Myntra and it's allied portals- Jabong & Flipkart. It is the 4th largest brand in the sportswear category on Myntra.
As a part of the expansion strategy, one will soon see HRX in the offline retail formats - Emerging Brand Outlets and Multi Brand Outlets across all major metros.
The brand currently stands being valued close to 150 Cr. How do you plan to take the story forward?
HRX is looking at investing in an enhanced retail experience through the use of technology. Product and design innovation with a continued focus on new category introductions will drive the sales. Our core focus continues to be Digital Marketing and all our marketing and communication content will serve the purpose of keeping our consumer motivated along his journey towards being the best version of himself.
You have also made your presence felt on-ground through association with sporting properties like ISL. How have these helped the brand?
Through association with ISL, HRX garnered a lot of visibility from in-stadium branding, apparel partnership, TVC and other communication and became more ingrained in the sports ecosystem of the country. After cricket, football is the second most invested sports in the country and being a part of this league gave a fillip to the brand.
What is the yearly marketing budgeting for HRX and how do you allocate it to different marketing mediums?
It is usually kept comparable with the monies incurred by other e-commerce platforms on this category to ensure we have enough for new customer acquisition, the visibility that translates into sales and sufficient buzz during the big events and campaigns.
Does the brand thrive on experiential marketing campaigns?
At HRX we tap into every possible group of engaging audience. We are building a strong association with the running community by partnering with the marathon franchises in our country. HRX provides a live experience through pop-ups at these marathon expos, it helps in extending the live HRX experience to a captive audience that is willing to be engaged.
Hrithik Roshan himself is a huge inspiration and along with him, we have tried to include people at every stage of the fitness curve in our campaigns. The idea is to show that whether you're just starting out or are an expert, we all go through the same struggles and the way to overcome them is by simply taking small steps forward.
Our Influencer program is undoubtedly the most organic today. Thoughtful customisation, a great in hand experience and a good outreach gets us responses, which unlike others are unpaid and most genuine.
Any upcoming brand campaign in the pipeline?
We are working on the next one but at this point, it’s hard to reveal the concept. However, this is going to be one of its kind!
HRX is currently valued at INR 150 Cr. and in an exclusive conversation with Afsar Zaidi, Co-Founder, and CEO, HRX, EVENTFAQS decodes the marketing strategy for this homegrown brand.