Elite hockey demands sustained physical output across compact match schedules, making recovery, injury prevention, and physical readiness critical to performance consistency over the course of the season.

As part of the partnership, Frido will equip Soorma Hockey Club’s men’s and women’s teams with its range of comfort and orthotic solutions, designed to assist players on and off the field – from match play and training to recovery routines. By extending the same level of performance and recovery support across both teams, the partnership also reinforces Frido’s commitment to supporting women in sport through equal access to science-led comfort solutions.                              

Speaking on the association, Ganesh Sonawane, Co-founder and CEO of Frido, said, “At Frido, we believe elite performance deserves the right comfort and recovery support. Partnering with Soorma Hockey Club allows us to extend this support equally to both men’s and women’s teams, reinforcing our commitment to empowering women in sports through meaningful, performance-led solutions.”

Commenting on the collaboration, Karan Yadav, Chief Commercial Officer, JSW Sports, added, “Our players operate in an environment where physical readiness and recovery are non-negotiable. Frido’s deep understanding of ergonomics and athlete support aligns seamlessly with our approach to high-performance sport, making this partnership a strong fit for our teams.”

 The association marks another step in Frido’s growing engagement with the sports ecosystem, reinforcing its commitment to building comfort-led solutions that support performance, recovery and long-term mobility for both professional athletes and everyday users.

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Both Frido and HRX have long believed that the future of fitness lies in going back to the basics of human movement. The barefoot philosophy resonates deeply with both brands, as it encourages people to strengthen their posture, improve balance, and reconnect with the body’s natural rhythm. By combining Frido’s expertise in ergonomic innovation with HRX’s commitment to making fitness a way of life, the collaboration is not just about launching a new product but about driving a cultural shift towards mindful, natural movement in everyday routines.

The co-branded product is designed to replicate the natural feel of moving barefoot while offering the comfort, support, and performance required for modern fitness and everyday living. Rooted in the belief that reconnecting with natural movement is the foundation of true fitness, the launch celebrates both brands’ shared vision of innovation and lifestyle-led fitness.

Emphasizing the vision, Hrithik Roshan, Founder, HRX, stated, “Movement has always been a powerful form of self-expression and transformation for me. With the Frido x HRX Barefoot Sock Shoe, we’re going back to the roots — embracing the natural strength and balance our bodies are built for. This collaboration is more than a product; it’s a call to move better, live mindfully, and reconnect with the body in its purest form. I’m proud to be part of this journey that encourages India to rediscover the power of barefoot movement.” 

Celebrating this collaboration, Ganesh Sonawane, Co-founder and CEO, Frido, expressed his views, “At Frido, our vision has always been to engineer comfort through innovation. This collaboration with HRX marks a defining moment for us, as together we are reimagining how India experiences movement. Partnering with a brand like HRX, reflects the shared belief that innovation and fitness go hand in hand.” 

Talking about this collaboration, Afsar Zaidi – CEO, HRX said, “At HRX, we’re building a lifestyle ecosystem that goes beyond apparel or fitness products, inspiring people to live stronger, more balanced lives. Our philosophy has always been rooted in holistic wellness, where movement, mindfulness, and innovation come together. Partnering with Frido is a natural extension of that belief. The Barefoot Sock Shoe embodies our vision of empowering individuals to move freely and live consciously.” 

Adding his thoughts, Arif Khan, Co-founder and COO, Frido, also mentioned, “What excites me most about this collaboration is how it brings two philosophies together – Frido’s focus on innovation and HRX’s passion for fitness. With HRX and Hrithik on board, we’re confident this launch will inspire a larger community to embrace the barefoot movement and make it part of their everyday lifestyle.”

The Frido x HRX Barefoot Sock Shoe will be available exclusively on Myntra and on Frido’s and HRX’s official website, bringing this innovation directly to fitness enthusiasts and lifestyle consumers across India. With this launch, Frido and HRX aim to spark a new movement in the Indian fitness landscape, where innovation meets lifestyle, and barefoot performance becomes an everyday reality.

Link to the social media post: https://www.instagram.com/reel/DRL9N2MjCNS/?igsh=YWtxaW5yaW50bG9r

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Frido will bring its signature design language to BuzzWorks centres, creating Comfort Rooms that allow members to unwind and experience ergonomic setups first-hand. These dedicated zones will offer members immersive access to Frido’s ergonomic innovations, from the 3D Ergo Chair to standing desks and sofa-cum-beds with wedge integrations that seamlessly blend comfort into the workday. For BuzzWorks users, this means improved posture, reduced fatigue, and a more balanced work routine, that enables them to recharge, refocus, and perform at their best throughout the day.

“At BuzzWorks, we’ve always believed that workspaces should offer more than just a place to work, they should enable a sense of balance, belonging, and well-being. Our partnership with Frido strengthens this philosophy by introducing comfort-led design as an integral part of our spaces. As we continue to build environments that inspire performance and foster community, this collaboration ensures our members experience a more holistic workspace, one that supports both their productivity and their overall wellness,” said Siddharth Verma, Business Head, BuzzWorks by Brigade Group.

“At Frido, we believe comfort isn’t a luxury, it is a necessity. And comfort is especially crucial at workspaces, where professionals spend a major chunk of their day under immense stress. Through our partnership with BuzzWorks, we want to bring a sense of ease into their everyday routine, not just in moments of rest but while they are creating, collaborating, and pushing through challenges. Our vision is to make well-being feel natural and effortless at work, woven into the environment itself, so that people experience it as part of how they work and live each day, rather than something to think about separately,” said Ganesh Sonawane, Co-Founder & CEO, Frido.

This collaboration cements Frido and BuzzWorks’ shared vision of transforming workspaces into hubs of comfort, focus, and high performance.

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Frido will bring its signature design language to BuzzWorks centres, creating Comfort Rooms that allow members to unwind and experience ergonomic setups first-hand. These dedicated zones will offer members immersive access to Frido’s ergonomic innovations, from the 3D Ergo Chair to standing desks and sofa-cum-beds with wedge integrations that seamlessly blend comfort into the workday. For BuzzWorks users, this means improved posture, reduced fatigue, and a more balanced work routine, that enables them to recharge, refocus, and perform at their best throughout the day.

“At BuzzWorks, we’ve always believed that workspaces should offer more than just a place to work, they should enable a sense of balance, belonging, and well-being. Our partnership with Frido strengthens this philosophy by introducing comfort-led design as an integral part of our spaces. As we continue to build environments that inspire performance and foster community, this collaboration ensures our members experience a more holistic workspace, one that supports both their productivity and their overall wellness,” said Siddharth Verma, Business Head, BuzzWorks by Brigade Group.

“At Frido, we believe comfort isn’t a luxury, it is a necessity. And comfort is especially crucial at workspaces, where professionals spend a major chunk of their day under immense stress. Through our partnership with BuzzWorks, we want to bring a sense of ease into their everyday routine, not just in moments of rest but while they are creating, collaborating, and pushing through challenges. Our vision is to make well-being feel natural and effortless at work, woven into the environment itself, so that people experience it as part of how they work and live each day, rather than something to think about separately,” said Ganesh Sonawane, Co-Founder & CEO, Frido.

This collaboration cements Frido and BuzzWorks’ shared vision of transforming workspaces into hubs of comfort, focus, and high performance.

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The Pro Kabaddi League promises uninterrupted high-octane action, where every second of rest and recovery can tip the scales between victory and defeat. For JSW Sports and their defending champions, the Haryana Steelers, safeguarding knee health and accelerating recovery is central to their bid to retain the title. This intense, high-contact sport demands agility, strength, and precision with every raid, tackle, and sprint, putting immense strain on the knee joints. In such a physically taxing game, injury prevention and faster recovery often determine whether a player remains in thick of action or watches from the sidelines.

Orthotics play a vital role by meeting these demands by improving stability, supporting alignment, reducing the risk of injury, and aiding recovery. Frido’s range of kneecap supports, posture correctors, and wrist support braces are designed to provide targeted protection and endurance, enabling players to compete with greater confidence and comfort throughout the season.

Speaking on the association, Ganesh Sonawane, Co-founder and CEO of Frido, said, “Kabaddi is a sport that demands explosive movements, sudden turns, and immense lower-body strength. The knees take the most impact and protecting them is crucial for both performance and career longevity. At Frido, we believe in preventive healthcare – equipping athletes with the right support before injuries happen, so they can focus on winning.”

Commenting on the collaboration, Karan Yadav, Chief Commercial Officer, JSW Sports, added, “This is the first time the Haryana Steelers have brought the kneecap category into our sponsorship portfolio, and we’re proud to do so with Frido. Kabaddi puts tremendous strain on the knees, and having a partner focused on joint care and recovery brings real value to our players. It’s a unique association that reflects our effort to build partnerships which are innovative and directly meaningful to athlete performance and well-being.”

This association represents a use-case-driven integration of orthotic technology in the Pro Kabaddi League, showcasing how performance gear can go beyond comfort to deliver a competitive edge. By embedding Frido’s innovations directly into training, match preparation, and recovery routines, the Haryana Steelers are setting a precedent for how science-led sports partnerships can transform athlete care in Indian sport.

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India | 24^th April 2025: Frido, a leading consumer healthcare brand known for its cutting-edge mobility and comfort solutions, has unveiled its first-ever experiential store at Phoenix Marketcity Mall, Viman Nagar, Pune. This marks a pivotal milestone in the brand’s growth story – transitioning from a digital-first disruptor to a hybrid player redefining retail in the health-tech space.

With a strong presence across the UK, UAE, and USA, Frido has built a reputation for transforming how people experience mobility, comfort, and wellness. While its digital-first model has enabled global reach, this foray into offline retail reflects a strategic move to blend the convenience of e-commerce with the power of personalized care, offering immersive, need-based solutions that go beyond what online platforms can provide.

More than just a retail outlet, the Frido Experiential Store is an interactive destination where technology, expert consultation, and real-time insights come together. A highlight of the space is the advanced foot scanner, which analyses pressure distribution, arch support, and posture alignment to offer a precise, personalized product fit. Licensed podiatrists are available for free consultations, guiding customers on common issues such as flat feet, heel pain, and posture-related discomfort ensuring that every purchase is tailored to an individual’s specific needs.

Highlighting the significance of Pune as the first store launch, Ganesh Sonawane, Co-Founder and CEO of Frido, said, “Bringing our first experiential store to Pune is more than a business decision, it’s a return to our roots, to the city that shaped our journey. But this store is also a leap into the future of wellness. Equipped with the world’s fastest foot scanner and advanced GAIT analysis, we’re able to assess pressure points, arch support, and posture alignment in a matter of seconds. With licensed podiatrists on-site, we’re blending clinical insight with cutting-edge tech to offer hyper-personalized comfort solutions that genuinely improve quality of life.”

Frido’s product range known for durability, ergonomic design, and long-term support benefits immensely from tactile interaction. Whether it’s the resilience of a cushion, the stability of a walking aid, or the structure of a precision insole, the physical experience helps consumers truly understand the product’s value, something that digital touchpoints alone cannot replicate.

Arif Khan, Co-Founder and COO of Frido, added, “Our digital-first journey has been instrumental in scaling globally, but nothing matches the impact of real human connections. This store is designed with people at the center – to listen, learn, and co-create with our consumers. As we continue to expand in international markets, our offline presence in India reinforces our roots and helps us serve communities more effectively.”

Anshuman Bharadwaj, Center Director, Phoenix Marketcity, Pune, “We’re excited to welcome Frido to Phoenix Marketcity Pune. Their unique approach to design and comfort fits perfectly with our vision of offering an indulgent, elevated experience for our customers. Frido’s addition is another step towards making Phoenix the destination for those seeking the best in lifestyle and innovation.”

More than a store, the space also functions as a live research lab, allowing Frido’s R&D team to collect feedback, observe consumer behaviour, and refine future innovations in design, fit, and customization.

This is just the beginning. Frido aims to expand its experiential store model across India, taking its mission of personalized comfort and foot health awareness to more cities. With each new location, the brand will continue to evolve its offerings based on real-world insights, further cementing its position at the intersection of technology, wellness, and design.

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India, 22nd January,2025 : Frido, a pioneer in ergonomic solutions for over a decade, proudly celebrates its remarkable growth while reaffirming its unwavering commitment to community development. With its roots firmly planted in India, Frido is not only transforming lives through its innovative products but also through impactful initiatives that empower local communities and promote sustainable economic growth.

Frido’s success began with its impactful work in regions like Talegaon, where it created significant economic opportunities. Today, the company directly employs 300 individuals and indirectly supports over 1,000 people from various communities. By the end of 2025, this support is projected to extend to over 2,500+ individuals directly and indirectly across India, reflecting Frido’s dedication to driving nationwide empowerment and resilience.

Frido’s forward-thinking initiatives are redefining opportunities for local women by addressing key barriers to employment and enabling them to play an active role in their families and communities. Recognizing the need for inclusivity and accessibility in the workforce, Frido has introduced a unique model by renting large spaces in villages like Sathegaon, allowing women to manage packaging tasks close to their homes. This setup eliminates the need for women to travel elsewhere for dispatching the products as Frido’s team oversees the entire logistics process. By undertaking final value-added services (VAS) and receiving regular weekly payments, these women not only earn a reliable income but also develop essential skills. This initiative enhances their financial independence and fosters social empowerment, enabling them to balance professional contributions with household responsibilities seamlessly.

Sarpanch Varsha Swapnil Navegane of Sathegaon highlighted the transformative impact of Frido’s initiatives, saying, “This initiative has been a game-changer for our community. Our youth now have meaningful job opportunities right here, eliminating the need to migrate to cities like Pune and Mumbai. Women, too, are stepping into the workforce, contributing to their families’ well-being and driving a wave of positive transformation across our villages.”

In addition to these efforts, Frido has partnered with a women empowerment- focused NGO to foster skill development and inclusivity. The collaboration promotes stitching and packaging skills among women, equipping them to take on diverse roles in the workforce. This initiative not only boosts employability but also drives gender equality, creating a ripple effect of positive change across communities.

Ganesh Sonawane, Co-founder of Frido, emphasized the company’s deep-rooted commitment to community empowerment, “True success lies in the impact we create beyond the balance sheet. At Frido, we believe in empowering individuals—not just through jobs, but by unlocking potential and nurturing self-reliance. Every initiative we undertake is a step toward shaping a more inclusive, resilient future—where communities grow stronger, and lives are transformed.”

Frido’s initiatives are a testament to the company’s belief that sustainable growth is deeply intertwined with the well-being of the communities it serves. By fostering economic opportunities, promoting skill development, and championing gender equality, Frido is building a future where everyone has the opportunity to thrive.

As Frido continues to expand its reach and redefine comfort through innovation, it remains steadfast in its mission to empower individuals and create a lasting impact on society.

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