Sachin Tendulkar has launched his sportswear and athleisure brand TEN x YOU, marking his entry into the fast-growing fitness and apparel market. The brand is built on his decades of cricketing experience and aims to deliver performance-driven products tailored for Indian consumers.
The initiative goes beyond business, as Tendulkar emphasised the need to make India a more active and healthier nation. He highlighted that while India loves sports, participation levels are still low, and the brand seeks to bridge this gap by encouraging people to play and stay fit.
TEN x YOU focuses on combining comfort, design, and functionality, with products specifically suited for Indian conditions, including body types and playing environments. The brand reflects Tendulkar’s vision of continuing to contribute to Indian sports even after retirement.