Bollywood actor Hrithik Roshan recently signed a deal with Health and wellness startup Cure.fit. The five-year association, valued at Rs 100 crore, includes the actor’s equity stake in the company in lieu of cash investment, promotions and royalty from his personal brand HRX’s specialised workout plan.
This plan will be introduced across Cult fitness centres operated by Cure.fit.
Cure.Fit is an app which helps you manage your lifestyle by bringing together all aspects of a healthy lifestyle on a single platform. Cure.Fit offers digital and offline experiences across Fitness, Nutrition & Mental Wellness.
This workout offering of HRX is soon going to be launched on Cure.Fit and is expected to rake in Rs 250 crore annual business in the coming years.
Hrithik Roshan revealed that the idea behind this workout is to help people move better, faster and feel athletic. He also claimed that participants have praised the workout and its advantages. This has given him and Cure.Fit team the confidence to reach out to newer markets and expand the HRX vision.
Hrithik Roshan’s deal with Cure.Fit is the latest among startups that has signed prominent Bollywood celebrities for brand recall and positioning. In 2015, Shah Rukh Khan was signed on by online grocery platform BigBasket while in the same year, Aamir Khan was signed on by Snapdeal for a year-long contract.