Cricket legend Sachin Tendulkar has stepped into a new phase of his career with the launch of his sportswear and athleisure brand TEN X YOU. The move marks his entry into India’s rapidly growing fitness and apparel market, where he aims to combine his legacy in cricket with a purpose-driven business initiative focused on sports and wellness.
The brand brings together performance, comfort, and accessibility, offering a range of footwear and apparel designed for both athletes and everyday users. Built on Tendulkar’s decades of experience, TEN X YOU focuses on practical design tailored for Indian conditions, making sportswear more usable and inclusive for a wider audience.
Beyond business, the initiative reflects Tendulkar’s broader vision of encouraging people to adopt an active lifestyle. He has emphasised the need for India to evolve from a sports-loving nation into a sports-playing one, inspiring individuals – especially the youth – to actively participate in sports and prioritise fitness in their daily lives.