Cricket legend Sachin Tendulkar has officially launched his sportswear and athleisure brand TEN X YOU under SRT10 Athleisure Pvt. Ltd., marking his entry into India’s growing fitness and sportswear market. The brand, co-founded with Karthik Gurumurthy and Karan Arora, aims to promote sports and encourage greater participation, especially among the younger generation.
Built on Tendulkar’s 24 years of on-field experience, TEN X YOU focuses on delivering products that combine thoughtful design, global standards, and high comfort. The brand is tailored specifically for Indian conditions, including body types and playing environments, ensuring it caters to both professional athletes and everyday users.
Beyond being a commercial venture, the initiative reflects Tendulkar’s broader vision of improving fitness levels in India. He emphasised the need for the country to move from being a sports-loving nation to a sports-playing one, encouraging people to actively engage in sports and lead healthier lifestyles.