Business and Finance
Market leader in International Beauty Retail and Distribution in India, Baccarose launches a fragrance series in collaboration with HRX by Hrithik Roshan
Baccarose, a leading player for luxury beauty products in India, announces its collaboration with HRX, India’s first homegrown fitness brand – jointly owned by Hrithik Roshan and Exceed Entertainment.
The Partnership will see a strategic alliance & collaboration effort to drive the locker room strategy for HRX franchise
MUMBAI, India /PRNewswire/ — Baccarose, a leading player for luxury beauty products in India, announces its collaboration with HRX, India’s first homegrown fitness brand – jointly owned by Hrithik Roshan and Exceed Entertainment. HRX & Baccarose have joined hands to co-create the fragrance line through extensive research and feedback, incorporated via their respective market analysis and insights.

Being a leading player for luxury beauty products in India, Baccarose aspires to widen its horizon by appropriately applying the expertise of its core brands team and to create its very own portfolio of Licensee brands in association with top Indian brands in the fashion, fitness, music and lifestyle industry.
The scents outline the ethos of both brands as they launch a range of EDTs and Deodorants for the GEN Z and Millennials who thrive on always smelling good, and not just from AM to PM. It may be the gym or any other physical activity; the idea is to always stay on top of their fitness and freshness game.
The HRX FRAGRANCE crafted by Baccarose Perfumes includes 4 EDTs and 4 Deodorants for men: Escape, Charge, Extreme and Edge. The women’s range will see 2 EDTs and 2 Deodorants: Impact and Power. The range is created for a diverse group of fitness, sports and active enthusiasts, the health conscious individuals & generally all those who have a keen interest to look and feel good throughout the day in the midst of all their activities. This strategic collaboration aims to extend the usage amongst the HRX loyalists & their communities.
On the new launch, Mr. Afsar Zaidi, Co-founder and CEO at HRX, says, “HRX is an extremely customer-centric brand and has established itself as a solid homegrown brand with a quality ecosystem of products. As a brand-led by innovation, we recognize the needs of sports and fitness enthusiasts. Our Partnership with Baccarose was very thoughtful as we share similar values and ethos. We wanted to create fragrances with a feel-good factor, uncompromised looks, and a long-lasting effect. Keeping this in mind, we have produced a range of fresh and sporty fragrances for men and women.”
Biju Antony, CEO & Executive Director, Baccarose Perfumes and Beauty Products Pvt Ltd, says, “Baccarose, being a leader in the luxury beauty industry is now looking at collaborating with various Indian brands & celebrities to help develop the beauty industry locally & have a rich portfolio of our own creations in beauty brands and HRX, being a homegrown fitness brand is a great brand to partner with. Today, in strategizing to build the identity of all our brands, we focus heavily on innovative marketing plans, leverage our long-standing relationships with various partners and keep strengthening our large distribution network.”
THE FRAGRANCE –
HRX Men’s Range:
HRX Escape EDT and Deo –
Escape from HRX is a Citrus Aquatic fragrance which has refreshing top notes of lemon, rosemary, bergamot, neroli and pineapple, that are coupled with aromatic heart notes of jasmine, cyclamen, oak moss and coriander. A melange of masculine woody notes of musk, cedar, oakmoss, sandalwood, cardamom, tonka bean, Brazilian rose wood ensure that the fragrance is fresh yet sophisticated.
HRX Charge EDT and Deo –
Charge from HRX with Aquatic EDT has top notes of bergamot, mint and lime that are instantly refreshing. An intriguing combination of guaiac wood, lavender and rose combine with sophisticated notes of musk, tonka and moss to create a long-lasting fragrance that lingers for hours.
HRX Extreme EDT and Deo –
Extreme from HRX is a fragrance that combines irresistible notes of marine, grapefruit and mandarin orange with a captivating combo of jasmine and bay leaf. A smoky-woody base note of ambergis, guaiac wood, oak moss and patchouli anchors the fragrance and will take one’s confidence to the next level.
HRX Edge EDT and Deo –
Edge from HRX with an aromatic-woody fragrance is perfect for the guy who wants it all. Spicy pink pepper and clary sage meet bergamot, Haitian vetiver and leather to create a smooth, sophisticated fragrance that’s distinctly masculine. A delectable base composed of notes of ambroxan, akigalawood, Indonesian patchouli leaf and cacao pod will ensure one is smelling great while living their best life.
HRX Women’s Range:
HRX Impact EDT and Deo –
Beautiful things happen when citrus meets floral. HRX Impact is a feminine fragrance which contains fresh marine and green accords that meet a floral bouquet of lily of the valley, mirabelle and freesia for a beautiful match. A classic combination of amber and woody notes will ensure a sophisticated smell all day long.
HRX Power EDT and Deo –
HRX Power is the ultimate floral-fruity fragrance that combines juicy peaches, green apple and black currant with sumptuous rose, jasmine and musk. A seductive trio of musk, woods and patchouli anchors the fragrance and ensures one is smelling great all day long.
THE PACKAGING –
HRX activewear fragrance bottles are crafted to perfection to uplift and galvanize one’s mood. The men’s range will be available in vibrant colours like orange, aqua blue, grey and black, while the women’s range will see fresh summer colours like tangerine orange and neon green-blue.
Price & Availability –
Male Line – Escape, Charge, Extreme, Edge
EDT (100ML) – Rs. 1900
Deo (250ML) – Rs. 449
Female Line – Impact, Power
EDT (100ML) – Rs. 1900
Deo (150ML) – Rs. 349
Available on
Ecom: Myntra + Flipkart Exclusive
Offline: Pantaloons and Health & Glow
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Tax Guidance for 2025

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Consumer Corner
Identifying brands as Black-owned can pay off for businesses Draft
A study reveals that labeling restaurants as Black-owned boosts sales and traffic, particularly in liberal areas, highlighting the potential of visibility for minority-owned businesses.
Oren Reshef, Washington University in St. Louis; Abhay Aneja, University of California, Berkeley, and Michael Luca, Johns Hopkins University

Labeling businesses as Black-owned can significantly boost their sales, we found in a recent study.
In June 2020, the business-review website Yelp introduced a feature allowing consumers to search for Black-owned restaurants. As professors who study digitization, inequality and the economics of technology, we were interested in understanding its effect. So we analyzed more than two years of data from Yelp.
We found that restaurants labeled as Black-owned saw a 65% increase in online traffic, more searches and calls, and higher sales through food orders and in-person visits. These results suggest that for many Black-owned businesses, a simple change in their visibility can create new opportunities for growth.
However, the impact varied by location. The gains were strongest in politically liberal areas and places with lower levels of implicit racial bias, as measured by regional variation in implicit-association test scores. This suggests that platforms are in part channeling, as opposed to creating, customer demand. Interestingly, white customers drove most of the increase, suggesting the label helped raise awareness of businesses they might not have considered before.
This wasn’t just a 2020 trend – in follow-up analyses, we found similar results among businesses that opted into the feature later. We also collaborated with the online furniture company Wayfair, which launched a “Black Maker” label on its site in 2023, and found that it led to a 57% increase in web traffic. Finally, Yelp rolled out a Latino-owned label on the platform late that year, which led to a similar increase in consumer engagement.
Why it matters
This research has implications for business owners, digital platforms and policymakers. Growing awareness of racial inequality – partially driven by the Black Lives Matter movement, especially after the murder of George Floyd in 2020 — has led to increased corporate and customer interest in supporting minority-owned businesses. It also led many companies to make commitments to promote racial equity.
However, more recently, many companies have dismantled these efforts. For instance, Target recently announced that it was eliminating its program to spotlight Black-owned businesses. Our findings suggest that increasing the visibility of minority ownership – a relatively low-cost change – can substantially improve economic outcomes for Black-owned businesses.
Our results also show that diversity initiatives aren’t just about warm and fuzzy feelings. Businesses should measure and evaluate their impact to ensure their programs are effective. A well-designed program can benefit the bottom line, while a poorly designed one risks being ineffective or even counterproductive.
So it’s important to acknowledge the potential risks. Past research, including some of our own, indicates that revealing racial identity sometimes can lead to discrimination or backlash. While our findings suggest that labeling can have positive effects, a poorly implemented policy can backfire. Yelp’s initiative design empowered users looking to support Black-owned businesses while allowing other users to continue searching in alternative ways.
That means policy design is crucial. What matters isn’t just what information is revealed, but also how it’s communicated. Our analysis shows that customer demand and preferences vary considerably across locations and demographics, meaning that context also matters.
What still isn’t known
While our research suggests that businesses experienced economic benefits from adopting the label, it’s crucial to understand which policy designs work best in the long run. For instance, Yelp’s program used an opt-in feature, which may have contributed to its success.
However, open questions remain. How are platforms affected by labeling businesses? What other types of labels might be impactful, and for which types of businesses? Could some interventions backfire?
Another key question is, which customers respond to racial identity disclosures? Recent advances in data analytics can help companies refine their strategies, making it easier to target the right consumer groups for more effective initiatives.
Ultimately, our study is a step toward understanding how transparency and visibility can shape economic outcomes. It highlights a diversity initiative that has benefited both customers and businesses, and provides a road map for companies that want to design initiatives that matter. And, more broadly, it speaks to a question facing all companies: How can companies better understand and shape their societal footprint?
The Research Brief is a short take about interesting academic work.
Oren Reshef, Assistant Professor of Strategy and Entrepreneurship, Washington University in St. Louis; Abhay Aneja, Assistant Professor of Law, University of California, Berkeley, and Michael Luca, Director, Technology and Society Initiative, Carey Business School, Johns Hopkins University
This article is republished from The Conversation under a Creative Commons license. Read the original article.
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Lifestyle
Facing Wage Garnishment? Here Are 6 Steps to Regain Control
If you’ve recently discovered that your paycheck is smaller than expected, it’s possible you’re dealing with wage garnishment—a distressing situation that affects millions of Americans every year. This means a portion of your hard-earned money is being taken before it ever reaches your bank account, making it incredibly challenging to manage your budget, especially during tough financial times.

Understanding how wage garnishment works can help you navigate this rocky terrain. It usually occurs after a creditor has sued you, won a judgment, and obtained a court order to garnish your wages. However, certain exceptions—such as unpaid taxes, child support, and student loans—allow for garnishment without a court order. Regardless of how you found yourself in this situation, it’s important to know that there are steps you can take to mitigate or even stop the garnishment altogether.
If you’re facing wage garnishment, don’t lose hope. Acting quickly can be crucial. Here are six steps to help you address this issue and potentially find relief:
1. Verify the Garnishment Is Legal
It may feel overwhelming to see your paycheck impacted, but the first step is to confirm the legitimacy of the garnishment. Federal law mandates that you must receive a garnishment notice prior to any wage withholding. Carefully review this document to ensure that the debt belongs to you and that the creditor followed all proper legal protocols. Garish mistakes can occur, and verifying each detail can empower you to challenge any discrepancies.
2. Check for Violations of the Fair Debt Collection Practices Act
It’s disheartening, but some debt collectors may engage in questionable practices throughout the garnishment process. If you have not been properly notified or if your wages have been garnished beyond what is legally allowed, this might constitute a violation of the Fair Debt Collection Practices Act (FDCPA). Knowing your rights can be the first step in seeking justice. If you notice any irregularities, document your experiences—this could be crucial in seeking damages or legal fees.
3. Know Your Legal Protections
Understanding your legal protections can provide significant relief. Federal law stipulates that creditors can only garnish a limited portion of your earnings—typically 25% of disposable income or the amount by which your income exceeds 30 times the federal minimum wage, whichever is less. Additionally, certain income sources, like Social Security and disability benefits, are generally exempt from garnishment. Familiarizing yourself with these protections can bolster your confidence as you navigate this process.
4. File an Objection or Exemption Claim
If the garnishment is causing you severe financial hardship, you have the right to file an objection, often referred to as a “claim of exemption.” This usually involves submitting a formal request to the court that issued the garnishment order. It might feel daunting, but many courts are willing to reconsider garnishments that pose a significant burden on your ability to support yourself or your dependents. Advocating for your rights can lead to a modification or even termination of the garnishment.
5. Negotiate Directly with the Creditor
Even after wage garnishment begins, there’s still room to negotiate with the creditor. A direct conversation can sometimes open the door to negotiating a more reasonable payment plan or even settling for a lesser amount of what you owe. Many creditors are willing to work with you rather than endure the complexities of garnishment procedures. Approach this conversation with transparency about your financial situation and be prepared to offer a realistic, sustainable payment option.
6. Consider Bankruptcy as a Last Resort
When all else fails, it might be time to consider bankruptcy. While this option can feel intimidating, it offers a pathway to eliminate debts and stop wage garnishment. However, bankruptcy comes with its own set of complexities and consequences, so it’s essential to seek guidance from a qualified financial advisor or an attorney specializing in bankruptcy law.
Conclusion
Finding out that your wages are being garnished can evoke a whirlwind of stress, uncertainty, and fear. Remember, you’re not alone in facing this issue—millions are battling similar challenges. It’s critical to know that there are legal steps you can take to protect your rights and alleviate the strain of garnishment. By verifying the garnishment, understanding your rights, and taking action, you can work toward regaining control of your financial situation. With determination and the right approach, there is light at the end of the tunnel.
If you want to read more on this topic, check out the story from CBS News that highlights important steps to take when facing wage garnishment. It provides valuable insights and information that can help you navigate this challenging situation. Don’t miss it!
https://www.cbsnews.com/news/what-to-do-debt-collector-garnishing-paycheck/
Welcome to the Consumer Corner section of STM Daily News, your ultimate destination for savvy shopping and informed decision-making! Dive into a treasure trove of insights and reviews covering everything from the hottest toys that spark joy in your little ones to the latest electronic gadgets that simplify your life. Explore our comprehensive guides on stylish home furnishings, discover smart tips for buying a home or enhancing your living space with creative improvement ideas, and get the lowdown on the best cars through our detailed auto reviews. Whether you’re making a major purchase or simply seeking inspiration, the Consumer Corner is here to empower you every step of the way—unlock the keys to becoming a smarter consumer today!
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