Brands
Cure.fit signs Rs 1-bn pact with Hrithik’s HRX
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.”
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.
