MAM
HRX and Eatfit unite for HRX Cafe, Pioneering a healthy eating revolution
Mumbai: HRX, a homegrown fitness brand founded by Hrithik Roshan and Exceed Entertainment, proudly introduces a groundbreaking addition to its repertoire – the HRX Cafe, strategically located in Palladium, Lower Parel, Mumbai. At the highly anticipated inauguration, a big crowd gathered to witness the unveiling of the HRX Cafe, poised to revolutionize healthy eating in the city.
HRX CEO Afsar Zaidi expressed his excitement, stating, “I am thrilled to introduce the HRX Café, an extension of the HRX brand’s philosophy. It’s more than just food; it’s a movement to empower people with choices that align with their fitness aspirations and goals. The HRX Cafe is a testimony to our commitment to supporting everyday athletes in becoming the best version of themselves.”
Post this café opening, The HRX brand envisions taking the footprints of the HRX Cafe to a wider audience. The Mumbai store’s inauguration marks the commencement of a mission to establish HRX Cafes in various locations by the year’s end. This expansion mirrors the brand’s dedication to nurturing a community of health-conscious individuals seeking nourishment and good nutrition in every meal.
Curefoods founder & CEO Ankit Nagori, echoed the sentiment, stating, “I am thrilled to collaboratively introduce HRX by EatFit Cafe in Phoenix Palladium, Mumbai. This partnership between Curefoods and HRX represents a fusion of fitness, wellness, and culinary excellence, reflecting our commitment to providing a holistic experience for our community. At HRX Cafe, we aim to nourish both body and soul, bringing together the energy of fitness with the delight of great food. It’s a step towards redefining wellness, and we can’t wait to share this exciting journey with everyone in Mumbai.”
The HRX Cafe offers a wholesome experience that seamlessly combines taste and nutrition. With an enticing menu featuring high-protein breakfast items, customizable salads, super bowls, and wholesome grab-and-go snacks, the cafe caters to health-conscious individuals and everyday athletes alike. Emphasizing protein-rich offerings, the cafe strives to inspire and support individuals in maintaining a balanced and active lifestyle.
The aspect of the HRX Cafe lies in its commitment to incorporating various millets into the recipes, with a focus on Quinoa, Millet, and Black Rice, the Café offers its patrons to make conscious dietary choices one which is align with their fitness goals. As the HRX Cafe embarks on its journey, it aspires to be a culinary destination for those seeking clean and wholesome nutrition in their daily eating routines.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
