Sachin Tendulkar Unveils His New Sportswear Brand TEN X YOU

Sachin Tendulkar recently launched his own sportswear and athleisure brand, ‘TEN x YOU’.

Cricket legend Sachin Tendulkar has officially stepped into the sportswear industry with the launch of his new brand, ‘TEN x YOU’. The formal unveiling took place in Mumbai on October 10, marking Tendulkar’s ambitious foray into India’s competitive athleisure market.

He is a co-founder of the venture, established under SRT10 Athleisure Pvt. Ltd., alongside Karthik Gurumurthy and Karan Arora. The brand, which has secured backing from prominent investors like Peak XV and Whiteboard Capital, aims to inspire a nationwide movement towards a more active and playful lifestyle.

In his role as Co-founder and Chief Inspiration Officer, Tendulkar has infused the brand with his personal philosophy derived from a lifetime in sports. The product lineup is comprehensive, offering footwear, apparel, and accessories designed to meet the specific needs of Indian consumers. The brand enters the market with a direct-to-consumer approach and has outlined ambitious revenue targets and international expansion plans.

Tendulkar Shares Vision Behind Brand

Tendulkar shared the profound inspiration behind the venture, stating, “My vision is to see India move from a sport-loving to a sport-playing nation, and to this end, I want everyone, from the gully to the stadium, to play, to train, and feel the joy I felt!… That’s what inspired me to build TEN x YOU. I wanted to create a brand that makes play accessible to everyone, where performance meets comfort, and where design is rooted in real, lived experience.”

CEO Karthik Gurumurthy elaborated on the product strategy, emphasizing their tailored design. “We wanted to bring in Sachin Tendulkar’s experience and real-world insights from his journey to design products that become a go-to choice for every Indian,” he said. “Indian feet are wider; our body structures and climate conditions are unique, and our products are made keeping that in mind.”

ALSO READ | WATCH | Yashasvi Jaiswal Gets Run Out After Horrible Mix-up With Shubman Gill During IND vs WI Clash

The product range includes shoes priced between ₹5,000 and ₹6,000, with specialized cricket shoes retailing around ₹9,000. Apparel is positioned in the ₹1,200 to ₹1,800 range. The brand plans to open its first physical store within six months and will also collaborate with cricket academies across the country to connect directly with aspiring athletes.

With a goal of achieving monthly revenues of ₹30-35 crore within 18 months, the company is initially focused on the Indian market but has already seen interest from abroad, with plans to expand into regions like West Asia and the UK.

ALSO READ | Yashasvi Jaiswal gets run out after horrible mix-up with Shubman Gill during IND vs WI clash