Cricket legend Sachin Tendulkar has officially launched his sportswear and athleisure brand TEN X YOU in Mumbai, marking his entry into India’s growing sportswear market. Co-founded with Karthik Gurumurthy and Karan Arora, the brand operates under SRT10 Athleisure Pvt. Ltd. and aims to deliver footwear, apparel, and accessories tailored specifically for Indian athletes and conditions.
Tendulkar emphasised that TEN X YOU is not just a product-based venture but a larger movement to inspire people of all ages to stay active and embrace sports in their daily lives. Drawing from his decades of experience, the brand focuses on combining performance, comfort, and real-world usability, ensuring that products meet the needs of both professional athletes and everyday users.
The initiative also reflects Tendulkar’s broader vision of transforming India from a sports-loving nation into a sports-playing one. With a direct-to-consumer approach and plans for expansion into retail and international markets, TEN X YOU aims to make sports more accessible and encourage a healthier, more active lifestyle across the country.