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Hrithik Roshan Signs $15.6 Million Endorsement Deal With CureFit
Bengaluru based health and fitness startup CureFit announced a Rs. 100 crores partnership deal with Bollywood actor Hrithik Roshan. The actor will be the brand ambassador for the startup for the next five years.
CureFit, according to sources, will accelerate their pan India expansion plans and add 500 new fitness centers, called the Cult. This partnership is said to be one of the largest endorsement deals signed by an Indian startup and is expecting to generate around $ 39.2 million in annual revenue within the next few years.
According to the deal, Hrithik Roshan has been offered an equity stake in the company in place of cash investment. CureFit will also be introducing a customized work out plan from Hrithik’s personal brand, HRX, in all their fitness centers, which will also be available on their mobile app.
CureFit was cofounded by Mukesh Bansal and Ankit Nagori in 2016. Mukesh Bansal is also the founder of fashion ecommerce platform Myntra, which was later sold to Flipkart. In a statement regarding the partnership, Mukesh Bansal said, “CureFit’s growing popularity amongst consumers validates the need for holistic, preventive healthcare solutions in the country. Our partnership with HRX will enable us to expand our market presence and consumer base.” The startup will soon launch a do it yourself format for the HRX work out and Hrithik will be promoting their healthy lifestyle philosophy.
Speaking about CureFit and the partnership, Hrithik Roshan, who is also the founder of HRX, said the HRX work out received a tremendous welcome at the fitness centers and he is delighted with the initial response. He added, “The idea behind this workout is to help people move better, faster and feel athletic by progressing gradually. We are delighted with this initial response and it also gives us great confidence to look at reaching out to newer markets and further the HRX vision through this partnership.”
Many celebrities have signed contracts and invested in upcoming startups in the past couple of years. Recently, Alia Bhatt signed a deal with the online jewelry brand BlueStone. The Baadshah of Bollywood, Shah Rukh Khan and the Perfectionist, Amir Khan have also signed deals with grocery startup BigBasket and ecommerce startup Snapdeal, respectively in 2015. Such endorsements by celebrities give startups immense value with respect to visibility and image.
OpenAI’s introduction of trusted contact safeguards for potential self-harm cases reflects a major evolution in AI responsibility.
Beyond Moderation
AI safety is shifting from simply blocking harmful content to actively supporting user wellbeing through:
- early risk detection
- human-centered intervention
- stronger emotional safety frameworks
This positions AI as more than an information tool—it becomes part of broader digital support systems.
Key Industry Impact
Trusted contact models could influence future safety standards across:
- AI assistants
- mental health platforms
- social media
- digital health services
The Bigger Challenge
While promising, success depends on balancing:
- privacy
- consent
- ethical intervention
- user trust
Final Take
This move signals that the future of AI safety may rely not just on preventing harmful responses, but on building more responsible, human-connected support systems.
Rozana, India’s leading rural retail platform, has secured ₹290 crore ($35 million) in a Series B funding round led by Bertelsmann India Investments (BII), with participation from Omidyar Network India, Vivid Capital, and Tana Investment Holding. This Rozana funding brings its total capital to over ₹500 crore, fueling hyperlocal expansion in underserved rural markets. Founded in 2021 by brothers Prashant and Prateek Chauhan, the startup’s phygital model blends micro-stores, app-based ordering, and last-mile delivery to connect 5 million+ users in 12 states with brands like ITC and HUL.
The ₹290 crore investment will supercharge Rozana’s rural omnichannel retail strategy, targeting 5x growth in 18 months. Plans include adding 5,000 micro-stores in Uttar Pradesh, Bihar, and Rajasthan; AI-powered inventory tech; and new categories like groceries and electronics. By empowering 20,000+ rural micro-entrepreneurs, Rozana taps into India’s $700 billion rural retail boom, where smartphone penetration and UPI drive 12% annual growth.
This Rozana Series B milestone positions it as a frontrunner against rivals like Ninjacart, eyeing unicorn status by 2028 amid ONDC tailwinds. CEO Prashant Chauhan emphasized, “We’re building rural prosperity through accessible premium brands.” For more on Rozana funding news and rural retail trends, stay updated on India’s startup ecosystem.
Peak XV Partners has launched three new funds totaling $1.3 billion, targeting India’s booming startup ecosystem. The lineup features the $600M Surge fund (8th edition) for early-stage ventures, a $300M Growth Fund for Series B+ scaling, and a $400M Acceleration Fund for rapid portfolio expansion. This commitment arrives as India’s VC inflows rebound, with AI and fintech leading 2026 trends.
These funds build on Peak XV’s legacy of backing unicorns like Zomato and Pine Labs, offering founders capital plus strategic guidance amid post-winter recovery. Early-stage deals surged 20% last year per Tracxn, positioning Peak XV to fuel the next wave of innovation in SaaS, climate tech, and consumer plays.
For startups eyeing Peak XV new funds or Surge fund 2026 applications, this signals prime opportunities. Investors and marketers should watch for deployment updates India remains a global VC hotspot.
