HRX has entered the personal fragrances category through a partnership with PCA Group, expanding its product portfolio beyond fitness and activewear. The launch is part of the brand’s broader Gym Locker Room strategy and marks its entry into the deodorant and perfume segment.
The new fragrance collection includes three variants: Hero, Rise, and Xtreme. The range is available in deodorant body spray and Eau De Toilette formats. According to the company, each variant has been developed around a distinct fragrance profile. Hero combines notes of pink pepper, spearmint, and sandalwood. Rise features bergamot, lavender, and vetiver, while Xtreme incorporates cardamom, leather, and oud.
The products are positioned for different usage occasions throughout the day, with fragrance profiles designed to cater to varying consumer preferences, from lighter, everyday scents to stronger, more intense formulations.
The collection has been developed in collaboration with PCA Group, a global beauty distribution and brand management company. PCA Group works with brands across the beauty and personal care sector, supporting product development, manufacturing, distribution, and market expansion. The company operates internationally and employs more than 2,000 people across its global network.
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 part 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, said, “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.”
He further added, “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.”
