Cricket legend Sachin Tendulkar’s athleisure venture SRT10 Athleisure, which operates under the brand TEN X YOU, is planning to expand into international markets after strengthening its presence in India. The company aims to take the brand global, with early interest coming from regions like the Middle East and the UK.
Co-founded by Tendulkar along with Karthik Gurumurthy and Karan Arora, the brand focuses on performance-driven sportswear and athleisure products designed for both athletes and everyday users. Backed by investors such as Peak XV and Whiteboard Capital, the company is positioning itself to compete with established global players in the activewear segment.
The venture has set an ambitious target of building a ₹100–150 crore business within the next two to three years. With rising fitness awareness and increasing demand for sportswear, TEN X YOU aims to leverage this momentum while promoting an active lifestyle and expanding its footprint beyond India.