HRX has entered the personal fragrances category with the launch of a new fragrance range in partnership with PCA Group.

The collection includes three variants: Hero, Rise and Xtreme, across deodorant body sprays and Eau De Toilette products. According to the company, the range has been designed for different usage occasions throughout the day.

Hero features notes of pink pepper, spearmint and sandalwood, while Rise combines bergamot, lavender and vetiver. Xtreme includes cardamom, leather and oud notes.

The range has been developed in collaboration with PCA Group, a beauty distribution company that operates across manufacturing and distribution services.

The products will initially be available through Myntra and the official HRX online store.

Speaking on the launch, Afsar Zaidi said: “HRX Locker Room Strategy has been a long term plan for us. And Fragrances are the most important of that plan. With this - we want to enable everyday athletes in all aspects of their life; focusing on what they need in their Gym Locker Room, post or before their workouts, starting with Fragrances. Our partnership with PCA gives us the perfect foundation to build a credible and scalable business in that direction.”

Piyush Golia, president: The PCA Group, said: "Hrithik Roshan and his illustrious HRX brand have entrusted us to manage the personal care segment of his products. As a major player in the global beauty industry and with our vertically integrated business structure, HRX, associated retailers, and the brand customers will reap the benefits of not only our vast distribution network, but also our international field team. One of our unique abilities under our vertically-integrated powerhouse is the ability to distribute to multiple channels quickly, efficiently and accurately to the retailers and consumers with the utmost precision. For discerning customers like those of HRX, we're a respected resource across the distribution channel."

The launch marks HRX's expansion into personal care as the brand broadens its product portfolio beyond fitness and fashion.