Hrithik has become the second celebrity to join the Fair and Handsome portfolio, eight years after Shah Rukh Khan first started endorsing the brand, the company said in a statement.
Roshan will endorse Fair and Handsome Instant Fairness face wash, which was launched in February 2014, it added.
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"There is a lot of potential in the men's face wash category, which is approximately Rs 250 crore in size, and has been witnessing an exciting 50 per cent plus growth rate year-on-year," Emami Director Mohan Goenka said.
The company said it will soon air a television commercial featuring Hrithik Roshan endorsing the face wash.