Fitness brand HRX - jointly owned by Hrithik Roshan and Exceed Entertainment - has announced a partnership with Zywie Ventures, the parent company of OZiva, to launch a new sports and performance nutrition brand HRX AGame.
The brand currently offers a selection of clean and science-backed nutrition supplements like protein, pre and post-workout supplements, and vitamins. They will soon move into functional foods like peanut butter as an extension to their portfolio.
The product portfolio caters to an everyday athlete who wants to push their fitness journey to the next level with impactful, science-backed sports nutrition with active ingredients to provide high levels of efficacy and performance.
Pallavi Barman, Business Head at HRX, said, "HRX AGame in partnership with Zywie Ventures is announcing the arrival of HRX AGame which will earn the love of everyday athletes for being one of the cleanest and high efficacy sports nutrition solution. With this partnership we attempt to close loop the requirements of a fitness pursuant holistically. In Zywie we found a partner who understands the pulse of the market and excels at science-backed solutions to meet the nutrition requirements of our people. We are very excited to find synergies with Zywie Ventures, who have established themselves as front runners in the domain and are well-respected amongst the consumers for providing quality, safe and clean consumable solutions."
Mihir Gadani, Director of Zywie Ventures, said, "In the last few years, Indian sports culture has developed immensely. We must empower our athletes with the best resources to help them achieve their goals. Nutrition plays a key role in an athlete's life and we want to ensure that they get the best performance nutrition in their journey. With HRX AGame, we aim to empower every kind of fitness goal and truly believe in the possibilities of what humans can achieve. With science-backed performance nutrition, we will support athletes to build high endurance and achieve better results. Science forms the core of our offerings - for e.g.: Bioactive Hi-Perform Protein provides 30% Better Muscle Recovery and 59% Faster Protein Absorption based on clinically and scientifically studied active ingredients. The products are formulated to keep Indian athletes and their bodies in focus, with highly researched ingredients and products. Our objective is to propel India's sports and fitness community to the next level. This association helps us bring together the best of two worlds- science-backed nutrition from Zywie and a highly active, fitness-forward HRX audience."
"We are glad to share that our holistic wellness brand, OZiva, has reached over 5 million consumers and has successfully helped them attain better health. With HRX AGame, we aim to achieve a similar feat," he added.
The brand's main objective is to help athletes attain exceptional fitness through the products.