Sachin Tendulkar launched his sportswear and athleisure brand TEN x YOU under SRT10 Athleisure Pvt. Ltd., aiming to promote fitness and encourage more Indians—especially youth—to actively participate in sports. The venture reflects his desire to continue contributing to the nation even after retirement. (Rediff)
Tendulkar emphasised that India is a young nation but still needs to become fitter and healthier. Through this initiative, he wants to transform the country from a “sport-loving” nation into a “sport-playing” one, encouraging people to adopt sports as part of daily life. (Rediff)
The brand combines his 24 years of cricketing experience with modern design and technology to create products suited for Indian conditions. It is co-founded with industry experts and focuses on practical innovations, such as cricket shoes designed specifically for better grip on Indian pitches. (Rediff)