Cricket legend Sachin Tendulkar has officially launched his sportswear and athleisure brand TEN X YOU, marking his entry into India’s rapidly growing fitness and apparel market. The brand, developed under SRT10 Athleisure Pvt. Ltd. along with co-founders Karthik Gurumurthy and Karan Arora, aims to deliver high-quality footwear, apparel, and accessories tailored for Indian athletes and conditions
The initiative goes beyond a typical business venture, as Tendulkar positions TEN X YOU as a movement to inspire people to adopt a more active lifestyle. Drawing from his decades of experience in cricket, the brand focuses on combining performance, comfort, and innovation to meet the needs of both professional athletes and everyday fitness enthusiasts.
With this launch, Tendulkar reinforces his vision of transforming India from a sports-loving nation into a sports-playing one. By promoting accessibility and encouraging grassroots participation, TEN X YOU aims to build a healthier, more active generation and strengthen the country’s overall sports culture.