Mandhana Industries, Akshay Kumar team up for new athleisure brand 'Force IX'
29 April 2023, Mumbai
Mandhana Industries has partnered with Bollywood actor Akshay Kumar to introduce a new athleisure clothing brand, Force IX.
The brand has launched its first exclusive store in Khar, Mumbai, and its select athleisure line is now available on Myntra, a popular e-commerce platform. While athleisure wear will be the brand's primary focus initially, other categories will be added later.
The company aims to open nine exclusive stores by the end of 2023 and expand the brand's footprint to over 200 stores across India in the coming years. The merchandise will also be available in other stores such as Shoppers Stop.
Akshay Kumar decided to launch Force IX together with Manish Mandhana, joint MD of Mandhana Industries, and his team, which owns ten production units and has over 4700 employees across different cities in India and Paris. This collaboration gave him the confidence to take this new venture forward.
Mandhana Industries had previously launched the Being Human apparel line co-owned by Bollywood star Salman Khan.
For every Force IX product sold, ₹9 will be donated to 'Bharat Ke Veer,' a trust supported by Kumar that provides financial assistance to the families of martyrs of the Central Armed Police Forces (CAPF). This initiative showcases the brand's commitment to social responsibility and giving back to the community.
