Akshay Kumar hikes endorsement fee

Actor Akshay Kumar, who is said to be endorsing about 13 brands, has raised his fee for endorsement, and says it is a give-and-take relationship and therefore no harm in hiking his fees for such endorsements.

"When some thing is selling well, then I don't think there is any problem in increasing the rates. I don't think anyone should have a problem in that. It's a give-and-take relationship," Akshay told reporters Thursday at the unveiling of Eveready batteries' new range here.

In 2011, Akshay was appointed the ambassador of the brand, while megastar Amitabh Bachchan endorsed it for two years.

The 45-year-old actor, who delivered three hits last year - "Housefull 2", "Rowdy Rathore" and "Khiladi 786 - Made in Punjab" - will next be seen in "Once Upon a Time in Mumbaai Again" when it hits screens Aug 8.