The launch took place in Mumbai on October 10, and the brand is co-founded by Tendulkar along with Karthik Gurumurthy and Karan Arora, under SRT10 Athleisure Pvt. Ltd.
Sachin Tendulkar officially launched his sportswear brand TEN x YOU in Mumbai in October 2025 under the company SRT10 Athleisure Pvt Ltd. The brand is co-founded by Karthik Gurumurthy and Karan Arora, with strong backing from Peak XV and Whiteboard Capital. The name “Ten” represents Sachin’s iconic jersey number, while “You” stands for inclusivity – the idea of multiplying your own potential.
The brand is specifically designed, keeping Indian athletes in mind – wider feet, different body structures, and local climate conditions are all considered. Sachin’s vision is to transform India from a sports-loving nation into a sports-playing nation, addressing the gaps he personally felt in sports products throughout his career. Shoes are priced between Rs 5,000 and Rs 9,000, and apparel ranges from Rs 1,200 to Rs 1,800, making it accessible for everyday athletes.
It follows a D2C model and is already live on Myntra with 30+ footwear and 60+ apparel styles. A physical store is planned within 6 months of launch, with a target of Rs 4-5 crore monthly revenue at launch, scaling to Rs 30–35 crore within 18 months. Future expansion into West Asia and the UK is also on the cards.