Escape Plan, a rising tech-enabled travel platform, has joined hands with HRX, the fitness and lifestyle brand co-founded by Hrithik Roshan, to launch a premium line of travel gear. The collection will feature luggage, organisers, and other travel essentials designed to blend style, durability, and functionality for India’s new-age travellers. This collaboration reflects the growing convergence of technology, travel, and lifestyle, aiming to serve aspirational consumers who want more than just basic accessories.

The tie-up is significant because travel today is no longer just about necessity—it has become an extension of lifestyle and self-expression. Millennials and Gen Z, in particular, look for products that balance practicality with aesthetics. Through this partnership, Escape Plan and HRX seek to offer gear that enhances both the journey and personal style.

For HRX, the move is a natural brand extension. Having built a strong identity in sportswear and fitness gear, the brand has consistently positioned itself as performance-driven and aspirational. By stepping into travel gear, HRX brings its ethos of active, success-oriented living into a new domain. Escape Plan, on the other hand, has built credibility as a travel-tech platform catering to digitally savvy users. Entering the gear market allows it to deepen customer engagement while leveraging HRX’s strong brand recognition.

Industry experts believe this collaboration could redefine India’s travel gear segment, which has long been dominated by global players offering generic products. With HRX’s aspirational value and Escape Plan’s focus on innovation, the co-branded collection is expected to attract urban consumers who value both design and affordability.

The launch also reflects a broader trend of lifestyle brands expanding into adjacent categories to build stronger consumer loyalty. For Hrithik Roshan, the partnership adds a new dimension to his brand portfolio, while for Escape Plan, it provides visibility and aspirational pull. Together, they aim to reshape the market with travel gear that resonates with India’s evolving identity.