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

500 new Cult outlets

  • This strategic association is expected to accelerate Bengaluru-headquartered Cure.fit’s pan-India expansion plans.
  • Furthermore, the company said its growth plan over the next five years includes adding 500 new Cult outlets Cure.fit’s chain of fitness centres across India.
  • “Cure.fit’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,” Cure.fit co-founder Mukesh Bansal said in addition.
  • “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 Cure.fit,” Bansal added.

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  • Founded in 2016 by former Flipkart executives Ankit Nagori and Bansal, Cure.fit aims to
  • address preventive healthcare through a combination of engagement,
  • coaching and delivery using a mix of online and offline channels.
  • 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 centres
  • and eventually will be made available on the Cure.fit mobile app, the company said in a statement.
  • HRX was founded in 2013 by Hrithik Roshan and Exceed Exnterntainment.
  • “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 Bollywood star said in addition.
  • “What is most remarkable about Cure.fit is that it creates bespoke solutions for its customers.
  • I look forward to furthering the HRX vision through this partnership,” he said in conclusion.
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