MAM
HRX unveils an evolution of its brand Monogram, marking a decade of success
Mumbai: In commemoration of an illustrious decade in the industry, HRX India’s homegrown fitness brand founded by Hrithik Roshan and Exceed Entertainment unveils an enthralling rebranding of its iconic brand logo.
Established on the bedrock of unwavering determination, personal challenges, and the relentless pursuit of personal excellence, HRX stands tall as a beacon of inspiration. Over the past ten years, it has redefined style and messaging and emerged as a symbol of resilience and empowerment.
At the core of this transformative rebranding lies the metamorphosis of the HRX monogram—a visual representation of the brand’s ethos and the unwavering spirit of Hrithik Roshan and the visionary path set out by the brands leadership. The iconic “X” in HRX, symbolizing “extreme,” now embodies action, performance, and execution. Strategically integrated, the letter “X” evokes the elusive X-factor and the boundless potential inherent within each individual. It is a testament that “extreme” is not an unattainable state but a personal challenge—an oath to surpass boundaries and chart the unexplored realms of personal excellence. It is the state of being forever dynamic in the pursuits of one’s goals.
The arrowhead is central to the redesigned monogram—an emblem of laser-sharp focus and unyielding determination. This arrowhead symbolizes HRX’s pledge to surmount obstacles in the relentless pursuit of self-betterment. Firmly anchored yet open to myriad possibilities, it propels the monogram in all directions, embodying the boundless power of “X.”
“The reimagined HRX monogram is more than a visual upgrade; it’s a testament to our commitment to empower personal growth and resilience. Our new logo symbolizes the continuous evolution of our brand and the relentless pursuit of excellence”, said founder of HRX Hrithik Roshan”
“HRX has always been more than just a brand; it’s a movement,” adds HRX co-founder and CEO Afsar Zaidi said ” At HRX, we are constantly evolving and pushing boundaries to create a better world. Our new logo represents our commitment to innovation and reflects our enduring legacy while embracing the future which comprises of the newer wave of younger Gen Z customers as well. We are excited to introduce this new symbol that embodies our values and inspires everyone to reach their full potential. “
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.
