Indian fitness brand HRX has entered the personal fragrances category with a new collection developed in partnership with PCA Group, a global beauty distribution company.
The range includes three variants — Hero, Rise, and Xtreme — available as deodorant body sprays and Eau De Toilette. Hero is built around pink pepper, spearmint, and sandalwood; Rise combines bergamot, lavender, and vetiver; and Xtreme features cardamom, leather, and oud. The collection will retail on Myntra and the HRX official website.
The launch is part of what the brand calls its “Gym Locker Room Strategy,” positioning the products around pre- and post-workout personal care for everyday athletes.
Afsar Zaidi, Co-Founder, HRX said, “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.”
PCA Group, which counts over 2,000 employees globally, will handle manufacturing and distribution. The company describes its model as a vertically integrated platform covering product development through to retail delivery.
