HRX & Noise, Collaboration


Noise and HRX collaborate to introduce a range of Fitness Trackers



A wearable watch brand and India’s leading homegrown fitness brand, come together to create a fashion-tech hybrid fitness tracker



The mood of the generation is ‘health’ and ‘fitness’ at its core. With a collaboration of a connected lifestyle brand along with India’s first home grown fitness brand, the journey of holistic wellbeing is revolutionizing.

This time the two brands have come together to create a fashion-tech hybrid fitness tracker. Noise, the Indian connected lifestyle brand, has announced its association with India’s first home grown fitness brand HRX- jointly owned by Hrithik Roshan and Exceed Entertainment. They have launched of a range of fitness trackers designed to keep in mind the needs of the Millennials and GenZ. The first in the range, X-Fit 1 will be available on Amazon, Myntra, and gonoise.com from November 26, 2021, at an introductory price of 2999/- .


The newly launched fitness tracker, X-Fit 1 comes in two colour variants – Race Black and Track Grey. The voguish tracker has a 1.52” IPS LCD TruView™ display with the best resolution in the category- 360*400 pixels and 354 high ppi. It is equipped with prominent features such as a sleep cycle tracker, heart rate & blood pressure monitor, smart DND, and Noise Health Suite for complete care on the go. With up to 10 days of battery life, a sleek design, X-Fit 1 is extremely lightweight and is certified to be sweat and water resistant with an IP68 rating. It also allows Noisemakers to access 100+ customisable and cloud-based watch faces.

With a blend of stunning looks and smart technology, it is a perfect accessory for those who never compromise with their fitness. The collaboration merges Noise’s unparalleled product innovation and tech expertise with the HRX’s brand expertise in athleisure, creating a unique expression of wearable fashion tech.


Expressing his views on the partnership, Utsav Malhotra, Chief Operating Officer at Noise said,

“We are elated to partner with one of India’s most favourable brands - HRX that has won over the hearts of fitness enthusiasts within a short span. Our partnership is pivoted to ensure that we bring a new range of products that will cater to all the fitness lovers from the HRX community and is tech-forward and feature-packed. This collaboration is the testament to our commitment for Noisemakers to keep them ahead with innovative and exciting products.”

Commenting on the partnership, Mr. Afsar Zaidi, Co-founder and CEO at HRX said, “Both Noise and HRX are motivated by a sincere pursuit of excellence and the desire to create something that is not compromised. The X-Fit 1 is a true testament to that belief. This partnership is a step towards offering fitness enthusiasts a 360-degree health, wellness, and fashionable experience.”


HRX has recently forayed into the sports and fitness category for home workouts. Recently launched an array of products designed keeping in mind the needs of “active fitness enthusiasts”. The product range comes with superior durability, high performance and aims to address the requirement of functional home workouts for consumers who are increasingly adopting a fit lifestyle regime.


“HRX today is one of its kind strategic partnerships between a celebrity incubated brand and a leading e-fashion retailer in an equity model. The mission of this brand is to impact, transform and empower a billion people to be their own hero. We wanted to create a legacy that could redefine fashion fitness. It is a service that we provide to the consumer. It is a creative journey that we have embarked upon to make it the first of its kind brand of India created around a celebrity. There is no comparison with any other brand of this stature and HRX is a quintessentially unique brand” comments Afsar on HRX.

Under Afsar Zaidi’s leadership and vision, HRX has managed an impressive portfolio of liaisons including Fashion partnership with Myntra and fitness alliance with Curefit. The brand has been successfully delving into new media marketing initiatives including in film branding, digital content and successful ATL campaigns. The endeavour is to constantly grow HRX across new categories, new businesses and new markets. Afsar is also the Managing Director of Exceed Entertainment, an integrated, multi-platform entertainment and talent management company based out of Mumbai. He is one of India’s leading entrepreneurs in the media and entertainment space and his company Exceed has been managing and representing several A-List Indian film personalities for over a decade.


Let’s also not forget women, at the helm of making brands successful businesses today. The quintessential woman of today – Pallavi Barman is the Head of Marketing & Operations, and a brand custodian for HRX. She has held this position for the past 3 years and has played a pivotal role in successfully cementing the brand’s relationship with partners like Myntra, Flipkart and CureFit. Extremely articulate and very knowledgeable about the business of brands, Pallavi manages all aspects of HRX’s corporate communications and is also one of the spokespeople for the brand. She aims to transform HRX into a brand that touches a billion lives in India and helps them become better versions of themselves.


Pallavi has a natural interest and strong bent of mind towards technology and innovation. She is responsible for nurturing and building the team and establishing a road map for the brand, where she has helmed the charge of introducing new product categories and technological forays for HRX.



Noise is one of the fastest-growing smart wearable companies in India that has witnessed a huge rise in Noisemakers since its inception. The brand has been registered tremendous growth with a 300% increase in the last 30 months. As per the latest 3Q21 report by IDC, Noise maintained its lead for the sixth straight quarter with a 26% market share in the Wearable Watch segment. Noise has been setting a benchmark in the industry with its wide offering and with this partnership, it will add another tech-advanced yet stylish product to its portfolio.


Utsav Malhotra is Chief Operating Officer (COO) at Noise, the Indian connected lifestyle brand. With over two decades of experience, Utsav is responsible for overseeing Noise's business strategy, operations, and marketing initiatives. He plays a pivotal role in formulating and executing the company’s strategic initiatives, vision and developing a roadmap for achieving its business goals. Utsav is a double gold medalist from National Institute of Fashion Technology Delhi (NIFT) and holds Masters’ Degree from IIT Bombay. He further attended Durham University, UK to pursue Magna Cum Laude graduate for MBA.

Prior to his role at Noise, Utsav was Business Head at Nicobar Design Pvt. Ltd., a premium and modern clothing and accessories brand for men and women. He also spearheaded the team as a Chief Operating Officer at AMPM fashions and as a Vice President at Fashion and You. In his previous stint, he has also worked with Umbrella Associates, and Arvind Lifestyle Brands Limited brands.