HRIPL invites pitches for its media mandate

Hygienic Research Institute Pvt. Ltd. (HRIPL), the parent company of Streax and other personal care brands, has issued a pitch for its media mandate, inviting agencies to manage its advertising across various platforms, according to highly placed sources. The account size is believed to be Rs 100 crore.

e4m has reached out to the company for comments. Their officials said they were busy in meetings on Thursday. The story will be updated as and when they respond.

The Mumbai-based HRIPL reported Rs 770 crore in revenue from operations for FY2024. 

The company spent Rs 77 crore towards advertising and promotional activities during the year, according to its financial report obtained from Tofler. 

Streax has long been positioned as a ‘brand of celebrities,’ collaborating with Bollywood superstars like Shah Rukh Khan, Akshay Kumar, Sonakshi Sinha, and Kajol. These high-profile endorsements have played a crucial role in shaping the brand’s aspirational image.

In recent years, HRIPL has expanded its footprint beyond India. With a dedicated international team, the company successfully launched Streax in key global markets, including the UAE, South Africa, Mauritius, and Latin America. 

As HRIPL looks to strengthen its presence and drive further brand engagement, the media pitch is expected to attract interest from leading agencies vying for the high-value account. The move signals the company’s commitment to scaling its marketing efforts and enhancing consumer outreach across traditional and digital channels.