Cricket legend Sachin Tendulkar has officially stepped into the business world with the launch of his sportswear and athleisure brand, TEN X YOU. Marking his entry into India’s rapidly expanding activewear market, the brand introduces a range of performance-driven footwear and apparel, initially focused on cricket. With fitness awareness on the rise, the move aligns with the increasing demand for quality sportswear among both athletes and everyday consumers.
Co-founded with Karthik Gurumurthy and Karan Arora, TEN X YOU is designed to blend performance, comfort, and accessibility. Tendulkar has emphasised that the brand is deeply rooted in his personal experience as a professional cricketer, aiming to address gaps in existing sports gear. Beyond catering to athletes, the brand also targets the wider population, encouraging people of all age groups to embrace fitness and integrate sports into their daily routines.
Operating on a direct-to-consumer model, TEN X YOU currently offers products such as cricket shoes, t-shirts, and other sportswear essentials, with plans to expand into multiple sports categories in the future. More than just a commercial venture, the initiative reflects Tendulkar’s broader vision of transforming India into a sports-playing nation, inspiring individuals to move beyond spectating and actively participate in sports and physical activities.