Sachin Tendulkar Launches Sportswear Brand
Cricket legend Sachin Tendulkar has taken a bold new step off the field by launching his own sportswear and athleisure brand, “TEN x YOU,” in Mumbai on October 10, 2025. The brand, created under SRT10 Athleisure Pvt. Ltd., is co-founded by Tendulkar along with Karthik Gurumurthy and Karan Arora, and backed by Peak XV (Surge XI cohort) and Whiteboard Capital. So Let’s take a look at Sachin Tendulkar Launches Sportswear Brand.
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The Vision Behind TEN x YOU
For Tendulkar, who has inspired generations with his cricketing excellence, this new venture is deeply personal. As the Co-founder and Chief Inspiration Officer, he described TEN x YOU as more than a brand — it’s a movement to motivate India to move from being a sport-loving nation to a sport-playing one.
“Sport has taught me everything — discipline, joy, teamwork, and purpose,” Tendulkar shared during the launch. “TEN x YOU is about bringing that spirit into people’s daily lives. Whether you’re playing on the street or training professionally, sport should be a part of who we are. I want every Indian to experience the happiness that play brings.”
Designed for Indian Athletes
The brand’s offerings include footwear, apparel, and accessories crafted specifically for Indian athletes. Prices range between ₹5,000 and ₹6,000 for sports shoes, with cricket-specific footwear around ₹9,000, and athleisure apparel priced between ₹1,200 and ₹1,800.
CEO Karthik Gurumurthy explained that the designs are built around Indian body structures, climate, and comfort. “We wanted to infuse Sachin’s real-world experience into every product. From wider shoe fits to breathable fabrics suited for Indian weather, our goal is to make performance gear accessible for all,” he said.
Expanding Horizons
TEN x YOU has launched as a direct-to-consumer (D2C) brand and plans to open its first physical store within six months. It also intends to collaborate with cricket academies across India to directly reach young athletes.
The company’s initial sales target is ₹4–5 crore per month, with a projected scale-up to ₹30–35 crore within 18 months. Global expansion is already in the pipeline, with interest from West Asia and the UK.
A Legacy Beyond Cricket
Through TEN x YOU, Sachin Tendulkar is blending his cricketing legacy with entrepreneurial purpose — inspiring India to stay fit, play more, and embrace an active lifestyle. For the “Master Blaster,” the message is simple yet powerful:
“No matter where life takes you — never stop playing.”
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