Cricket legend Sachin Tendulkar has launched his athleisure brand TEN X YOU with ambitious business goals, aiming to generate around ₹35 crore in revenue within the first 18 months. The brand marks his strategic entry into India’s rapidly expanding sportswear and fitness market, where demand is rising due to increasing health awareness and active lifestyles.
TEN X YOU, operated by SRT10 Athleisure and co-founded with Karthik Gurumurthy and Karan Arora, focuses on performance-driven footwear, apparel, and accessories. The brand is initially centred around cricket-specific products, with plans to gradually expand into other sports categories while maintaining a balance between performance and everyday usability.
Beyond financial targets, the brand reflects Tendulkar’s broader vision of promoting sports participation in India. With a direct-to-consumer approach and future plans for retail expansion, TEN X YOU aims to make quality sports gear accessible while encouraging people to adopt a more active lifestyle and shift from being spectators to active participants in sports.