Cricket legend Sachin Tendulkar has launched his sportswear and athleisure brand TEN X YOU, marking his entry into India’s fast-growing activewear market. The Bengaluru-based brand offers a range of footwear and apparel, with a special focus on cricket-specific products, positioning itself at the intersection of performance and lifestyle.
Co-founded with Karthik Gurumurthy and Karan Arora, the brand operates under SRT10 Athleisure Pvt. Ltd. and is backed by investors like Peak XV and Whiteboard Capital. TEN X YOU is built on Tendulkar’s decades of cricketing experience, aiming to combine performance, comfort, and real-world usability while making sports gear accessible to a wider audience.
The company plans to follow a direct-to-consumer approach initially, with future expansion into retail stores and international markets. Beyond business, the initiative reflects Tendulkar’s vision of encouraging a more active lifestyle in India, promoting the idea that people should not just watch sports but actively participate in them.