MUMBAI: Wellness startup Cure.fit has announced its Rs 1 billion partnership with the Bollywood star Hrithik Roshan, who will promote Cure.fit through his brand, HRX. His iconic status as a fitness idol will amplify Cure.fit’s mass appeal, endorsing the philosophy of holistic health management.

Cure.fit had bagged US$ 3 million (Rs 192 million) in a round of funding from UC-RNT Fund, a joint venture between Ratan Tata’s RNT Associates and the University of California.

Cure.fit’s offers customised, integrated health-based solutions on a singular platform. This strategic association is expected to accelerate Cure.fit’s expansion plans, pan India. The company’s growth plan over the next five years includes adding 500 new ‘CULT’ outlets – Cure.fit’s chain of fitness centres – across India. The Cure.fit app’s subscriber base will grow to a million users.

Cure.fit’s fitness vertical, Cult.fit, is predicted to witness an exponential growth as a result of its association with Hrithik Roshan and the synergy of ideologies between HRX and Cure.fit. 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 on the Cure.fit mobile app.

HRX aims to revolutionise the fitness scenario in India, as a value-for-money, high quality alternative to international brands.

Cure.fit co-founder Mukesh Bansal said, “Our partnership with HRX will enable us to expand our market presence and consumer base."

Roshan said, “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."

HRX co-founder Afsar Zaidi said, “The collaboration is a strategic move to grow the fitness community for our brand to propel itself as one of the top home grown fitness brands in the country. In our journey of HRX to touch a billion people of our country, this partnership will play a key role.”