Mumbai, India: Strengthening its position as one of India’s leading homegrown fitness brands, and as part of the Gym Locker Room Strategy – HRX has announced the launch of its all-new fragrance collection in partnership with PCA Group. The new range marks HRX’s strategic entry into the personal fragrances category, bringing together performance, functionality, and self-expression for the Indian everyday athlete.
The newly launched fragrance line includes three distinct variants — Hero, Rise, and Xtreme — each designed to reflect confidence, ambition, and individuality. The collection comprises deodorant body sprays and Eau De Toilette, crafted with premium fragrance notes and long-lasting formulations.
This range is designed to fit into the consumers daily activities depending on the time of the day; Hero blends notes of pink pepper, spearmint, and sandalwood for a fresh yet masculine scent profile. Rise combines bergamot, lavender, and vetiver for a refined everyday fragrance, while Xtreme features a bold mix of cardamom, leather, and oud aimed at consumers seeking a more intense and powerful scent experience. Representative of the ethos of Keep Going
The range has been developed in collaboration with PCA Group, a global beauty distribution platform known for helping brands scale through its fully integrated vertical services. With over 2,000 employees worldwide, PCA supports brands by helping them power, connect, and accelerate growth across markets. The company has built a strong reputation in the beauty and personal care ecosystem through its process oriented approach, product quality, and attention to detail across manufacturing and distribution.
The HRX fragrance collection will initially retail across Digital platforms like Myntra and the official HRX online store.
Speaking on the launch, Afsar Zaidi said, “HRX Locker Room Strategy has been a long term plan for us. And Fragrances are the most important of that plan. With this – we want to enable everyday athletes in all aspects of their life; focusing on what they need in their Gym Locker Room, post or before their workouts, starting with Fragrances. Our partnership with PCA gives us the perfect foundation to build a credible and scalable business in that direction.”
Piyush Golia, President: The PCA Group, added, “”Hrithik Roshan and his illustrious HRX brand have entrusted us to manage the personal care segment of his products. As a major player in the global beauty industry and with our vertically integrated business structure, HRX, associated retailers, and the brand customers will reap the benefits of not only our vast distribution network, but also our international field team. One of our unique abilities under our vertically-integrated powerhouse is the ability to distribute to multiple channels quickly, efficiently and accurately to the retailers and consumers with the utmost
precision. For discerning customers like those of HRX, we’re a respected resource across the distribution channel.”
With this launch, HRX continues to evolve beyond fitness and fashion into a complete lifestyle ecosystem – building products that support confidence, functionality, and performance for India’s next generation of everyday athletes.
