Cricket legend Sachin Tendulkar has entered the sportswear and athleisure segment with the launch of his brand TEN X YOU (10XU). Headquartered in Bengaluru, the brand has been co-founded with Karthik Gurumurthy and Karan Arora and is backed by investors like Peak XV and Whiteboard Capital, positioning it as a serious player in India’s growing activewear market.
The brand has adopted a focused strategy by initially concentrating on cricket-specific products, including footwear, apparel, and gear for enthusiasts. Its offerings are positioned as premium yet accessible, with footwear and apparel designed for both performance and everyday comfort, targeting athletes as well as general fitness consumers.
Operating as a direct-to-consumer (D2C) brand, TEN X YOU plans to expand into offline retail and collaborate with cricket academies across India. The company also has global ambitions, aiming to enter markets like West Asia and the UK, while promoting a larger vision of encouraging fitness and making sports an integral part of daily life.