Medianews4u.com caught up with Ajay Singh Business Head HRX.
With travel making a strong comeback and Indian consumers becoming increasingly design- and value-conscious, luggage is no longer just about utility. Today’s travellers seek durability, smart features, style, and affordability. Indian luggage brands have stepped up to the challenge, creating products that rival international labels while remaining rooted in local needs. Indian luggage brands are currently making waves, with HRX Luggage by Escape Plan leading the pack.
Q. How is the Summer travel season shaping up for HRX Luggage, and how important will Tier II and Tier III markets be in driving growth going forward?
This is our first summer season in the luggage category during the peak holiday period, since we launched only 8 months back. But we’re excited about the momentum we’ve built so far. Overall, it has been a strong season for HRX as a brand, and we expect that positive sentiment to reflect in the luggage business as well.
Tier II and Tier III markets continue to be extremely important for us. HRX has always positioned itself as Bharat’s brand, with a strong presence and deep connection across emerging Indian markets. These regions will remain key growth drivers for us going forward.
Q. Consumers today want products that can compete with international labels while still catering to Indian travel habits and price points. What are the biggest challenges in striking that balance for HRX Luggage?
Quality has always been our top priority, and our partners at Escape Plan have done an exceptional job in delivering products that meet global standards. Our luggage range combines best in class features, functionality, and design while remaining accessible to Indian consumers.
Q. What kind of marketing, influencer-led, and experiential campaigns can we expect in the coming months to strengthen visibility for HRX Luggage, especially across high-footfall spaces and digital platforms?
We are currently developing a strong pipeline of content-led campaigns and IPs across in the travel space that HRX consumers will truly connect with.
Some of India’s most loved travel, fitness, and lifestyle creators will be part of these initiatives.
Our focus is to build meaningful engagement with India’s growing community of travel enthusiasts and help Indians travel more efficiently.
Q. The fragrance market in India has become increasingly crowded and aspirational. How is HRX Perfume differentiating itself among younger consumers looking for both affordability and premium appeal?
Our biggest differentiator is the value proposition we offer consumers: premium-quality fragrances at highly accessible price points. The fragrances are designed to keep consumers feeling fresh and confident throughout the day, while the fragrance notes and compositions are benchmarked against international standards.
We believe this balance of quality, aspiration, and affordability will strongly resonate with Gen Z and millennial consumers.
Q. Gen Z consumers are heavily influenced by storytelling, personality, and authenticity in beauty and grooming. How is HRX tailoring its perfume portfolio and communication strategy for this audience?
Storytelling is at the heart of our fragrance portfolio. The three fragrances we are launching, Hero, Rise, and Xtreme, are inspired by different moods and moments of the “Everyday Athlete”, through out the day. From morning workouts and active routines to workdays and social evenings, each fragrance is designed to complement different lifestyles and personalities.
Our communication strategy reflects this authenticity and relatability, which are extremely important for younger consumers today.
Q. Offline discovery remains important in fragrances despite the growth of e-commerce. How is HRX approaching retail experiences, sampling, and consumer engagement for the perfume category?
We are very bullish about our on-ground presence; but not necessarily through stores only. Along with our kiosks across major metro cities for our Luggage space, we are also investing in experiential fitness and lifestyle events that help consumers discover the HRX range more organically.
Recently, we hosted a Spin Class event in Mumbai, and a Pickleball and Paddle events in collaboration with Pinkvilla. These experiences help us connect with fitness enthusiasts and everyday athletes in a much more meaningful way.
Q. India’s protein and fitness nutrition market has seen rapid growth in recent years. What whitespace did HRX identify before entering the protein category?
Through extensive consumer research conducted with Country Delight, we identified that over 60% of Indians are protein deficient, which is a serious and growing concern. Having already been present in the nutrition space for over five years, we understood the importance of addressing this gap in a more accessible and practical manner.
While awareness around protein consumption is increasing, consumers are still looking for simpler and more convenient ways to meet their daily protein requirements. That’s what made our partnership with Country Delight such a natural fit.
Together, we launched a range of high-protein everyday essentials including milk, paneer, yogurt, and curd, products that are already deeply integrated into Indian diets. Our larger focus remains on enabling healthier lifestyles through accessible products, education, and fitness-led solutions.
Q. HRX today spans travel gear, fragrances, and fitness nutrition, among other lifestyle categories. What is the larger long-term vision for the brand, and how do you see these diverse verticals coming together to build a unified active lifestyle ecosystem?
HRX is on a mission to enable a billion Indians to become the best version of themselves. Our long-term vision has always been to build a holistic ecosystem that supports people in their fitness, wellness, and personal growth journeys.
Whether it’s nutrition, fragrances, travel gear, or active lifestyle products, every category we enter is aligned with that larger purpose: empowering consumers to live healthier, more confident, and more active lives.
