The price of HRX's products will be with parity to similar products in the growing, aspirational ‘masstige’ segment already available in the UAE market, the fitness brand said in a statement.

Created to inspire and guide billions of people, HRX aims to help people to become the best version of themselves and the brand is now taking their message to the Middle East, the statement added.

HRX’s decision to launch its product line in the UAE stems from the fact that there is a sizeable demand for the activewear vertical in the Middle East. Also, a good percentage of the Indian diaspora calls the UAE ‘home’ and as a market, it presents a huge opportunity due to its close geographical and cultural proximity to India and a massive affinity for all things Bollywood.

“For HRX, we always harboured a vision of touching a billion lives. Our partnership with Myntra has helped us grow at a rapid pace – their foray into the Middle East was largely defined by a common preference in fashion, a very progressive and aware internet population and a huge percentage of people of Indian origin. It’s a great platform for us to inch closer to our vision and Myntra’s expansion in the Middle East through Noon.com and Namshi.com is a wonderful opportunity for our brand to be exposed to a wider base of consumers,” said Afsar Zaidi, co-founder & CEO of HRX.

HRX, founded in 2013 by Hrithik Roshan and Exceed Entertainment, is a platform for bringing like-minded people together to believe in the philosophy of becoming the best version of them, empowering a billion people to ‘be their own hero’. HRX aims to revolutionise the fitness scenario in India, as a value-for-money, high-quality alternative to international brands with its lines of sportswear and fitness accessories.

Fibre2Fashion News Desk (RKS)