Hrithik Roshan Signed Rs 100 crore deal with startup Cure.Fit.

Health and wellness,brand ambassador, endorsement, cash investment, startup, angel investors

Health and wellness start-up announced on Tuesday Rs. 100-crore partnership with star Hrithik Roshan, who will promote through his lifestyle and fitness brand HRX.

This strategic association is expected to accelerate Bengaluru-headquartered’s pan-India expansion plans.

Health and wellness,brand ambassador, endorsement, cash investment, startup, angel investors

The company said its growth plan over the next five years includes adding 500 new Cult outlets —’s chain of fitness centers — across India.

“’s growing popularity amongst consumers validates the need for holistic, preventive healthcare solutions in the country. Our partnership with HRX will enable us to expand our market presence and consumer base,” co-founder Mukesh Bansal said in a statement.

“Hrithik is admired for the incredible passion and discipline he devotes to his fitness regime, his association with us will chart new growth opportunities for,” Bansal added.

Founded in 2016 by former Flipkart executives Ankit Nagori and Bansal, aims to address preventive health care through a combination of engagement, coaching, and delivery using a mix of online and offline channels.

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As part of the collaboration, Hrithik Roshan’s signature workout, “HRX Workout“, designed by him along with his personal trainer under his brand HRX, is available exclusively at all CULT centers and eventually will be made available for the mobile app, the company said in a statement.

HRX was founded in 2013 by Hrithik Roshan and Exceed Entertainment.

“I strongly believe in the philosophy of healthy living which is integral to brand HRX — it is not just about being fit, but truly undergoing a transformation in your lifestyle and understanding the connection between mind and body,” the star said.

“What is most remarkable about is that it creates bespoke solutions for its customers. I look forward to furthering the HRX vision through this partnership,” he added

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