Those glinting coloured eyes, a ripped body and sun-kissed hair. Hrithik Roshan is quite a looker. Rightly referred to as the Greek God of Bollywood, Roshan’s aristocratic gentleman and fit hero’s image is quite popular among mass and luxury brands. The face of Rado watches, diamond brand Adamantino, Tata’s newly launched sedan Tigor, Mountain Dew, OPPO and Donear suiting, made it on the top of the list of ten best-looking actors in 2018, curated by worldstopmost.com.
While the world awaits his upcoming film Super 30, in which Roshan plays a teacher for the first time in his acting career, LuxeBook retraces the six-year journey of Roshan’s HRX, India’s first, home-grown fitness brand, which has recorded a turnover of Rs300 crore-plus. We also chat with him about his luxury and lifestyle choices.
Be the best version of yourself is HRX’s tagline, something that Roshan has strived all his life. He was ridiculed for his extra thumb. His doctors were concerned about his back problems and warned him against dancing. But he turned the table around. He danced his way to success post his super hit debut film, 2000’s Kaho Naa…Pyaar Hai. Some misses and a series of successes such as 2001’s Kabhi Khushi Kabhie Gham, Dhoom 2 in 2006, Jodhaa Akbar in 2008 and 2011’s Zindagi Na Milegi Dobara made him a bankable star that he is today.
What plays a significant role in his success are his stories of struggle, hard work and discipline. The urge to create awareness about the wonders of fitness and the vision to build a business that outlasts Roshan, the actor’s career, gave birth to HRX. “The brand was conceived and created to serve as a platform for bringing like-minded people together,” says Roshan in an e-mail to Luxe Book. Its purpose is to help people become the best versions of themselves with sustained effort and a strong belief.”
Launched in 2013, exclusively on Myntra, the brand was built on strong pillars like fashion, fitness and technology. Breaking down the label’s philosophy and purpose, Roshan says that HRX is a system that if applied can get one feeling empowered and unstoppable. “That’s how we all want to feel but assume we can’t because of our excuses,” says Roshan. “The mechanics of the system came into place when I reflected upon where I began and where I am and what were the tools, ideas and thoughts that got me from a state of feeling absolute disempowerment to feeling like nothing can ever stop me.” The brand name HRX is a combination of life lessons, struggles and beliefs translated into products, services and communication. X stands for “Extreme” which is borrowed from the brand philosophy of “Pushing your extreme to become the best version of yourself”.
But launching a brand is not just about a belief or an idea, its about lot of due diligence and homework, which Roshan and also his partner in HRX Exceed Entertainment are known for.
Extensive research commissioned to IMRB (Indian Market Research Bureau) helped chart out the course for HRX. “We researched every aspect of the brand and business to establish the right brand identity, the right channel for sales, right product mix and communication for the brand. A complete five-year vision was laid out on paper before we set out on our journey,” says Roshan. It is designed to target and appeal to every fitness enthusiast. “It is for those who believe in becoming a better version of himself or herself by adapting fitness as a way of life and decide to work hard and persevere to achieve the desired goals.”
Roshan believes that not just an actor’s on-screen persona, but even his convictions makes a brand stand out. “When you have deep-seated belief and confidence in something, it shines through actions. I believe HRX is a superior calling which even guides me,” says Roshan. “When I feel bogged down or want to slow down, I also look up to the ‘Push your extreme to become the better version of yourself’ philosophy of HRX. That keeps me going. Hence I and my relation with HRX is nothing but authentic and pure.” The connect and a resonant value with a particular brand or product drives Roshan’s decisions of choosing the other brands he works with.
“For me, the people I work with, the goal and the vision of that company are important. And of course, my liking for the product,” says Roshan.”
The suave gentleman mostly spotted in sharp suits or edgy fitness wear thinks that anything that you make look effortless and comfortable becomes stylish. It’s no surprise then that his favourite designer is Tom Ford, also a film director and producer, who has previously served as the Creative Director at luxury fashion houses Gucci and Yves Saint Laurent. “The clean cuts and the fit of Tom Ford are impeccable,” says Roshan.
When it comes to accessorising, Roshan’s favourite is a cap. He has been spotted in different ones, whether at work or on holiday. Unlike many stars, Roshan never repeats his holiday destinations. “I love exploring new places. Maldives is the only one I actually repeat so I’ll say that the Maldives is my favourite holiday destination,” says Roshan.
Though when it comes to food, Roshan likes it Indian. It’s his guilty pleasure. “I can’t stop eating Indian food.” Remember the scene from Jodhaa Akbar, when Roshan, playing Akbar, is utmost pleased when Jodhaa, played by Aishwarya, cooks a lavish meal for him? Akbar immediately announces that the Rajputana fare becomes a permanent feature of the royal life. “In that era luxury was every bit opulent and extravagant. It was about the quest of the unique, finest and sometimes the biggest,” says Roshan. “Today, luxury is more effortless and easily accessible, except time. I strongly believe anything which saves time or adds more time to your repertoire will go onto becoming luxury soon.”