India’s first homegrown Fitness Brand, HRX Launches in the United Arab Emirates

HRX, India’s first homegrown fitness brand recently launched online retail operations in the United Arab Emirates. 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.

 Launched in the UAE in early September 2020, HRX has partnered with two of the region’s leading fashion and lifestyle e-commerce platforms, Noon.com and Namshi.com. For now, HRX’s apparel and footwear will be available on these portals and will be priced in a calibrated manner and with parity to similar products in the growing, aspirational ‘masstige’ segment already available in the UAE market.

 HRX’s decision to launch its product line in the UAE stems from the fact that there is a sizeable demand for the active-wear 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.

 Speaking about the UAE launch of the brand, Mr. Afsar Zaidi, Co-Founder & CEO – HRX, says, “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.”

 In light of the above, and given Myntra’s strategic alliances in the region, launching in the UAE was the most obvious next chapter in the corporate growth story for a celebrity-led brand like HRX.