Cricket legend Sachin Tendulkar’s athleisure venture TEN X YOU, operated under SRT10 Athleisure, is preparing for global expansion after establishing its presence in India. Backed by investors like Peak XV and Whiteboard Capital, the brand aims to scale rapidly and build a ₹100–150 crore business over the next two to three years.
The company, co-founded by Tendulkar along with Karthik Gurumurthy and Karan Arora, has already seen strong interest from international markets such as the Middle East and the United Kingdom. However, the leadership plans to take a measured approach, focusing first on achieving strong product-market fit and consolidating its position in India before expanding globally.
Beyond its business ambitions, TEN X YOU is positioned as a purpose-driven brand aimed at promoting fitness and active lifestyles. Tendulkar emphasized that the initiative is about inspiring people to embrace sports and healthy living, as the brand looks to carve a niche in India’s fast-growing sportswear and athleisure market.