Sachin Tendulkar launches sportswear brand
Cricket legend Sachin Tendulkar has taken a bold new step off the pitch by launching his own sportswear and athleisure brand, “TEN x YOU,” in Mumbai on October 10, 2025. The brand, created under SRT10 Athleisure Pvt. Ltd.was co-founded by Tendulkar along with Karthik Gurumurthy And Karan Aroraand supported by Peak XV (Surge XI cohort) And Whiteboard capital. So let’s take a look at Sachin Tendulkar launches sportswear brand.
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The vision behind TEN x YOU
For Tendulkar, who has inspired generations with his cricketing excellence, this new venture is deeply personal. Like the Co-founder and Chief Inspiration Officerhe described TEN x YOU It is more than a brand: it is a movement that motivates India to change its brand sporty nation into one sports games An.
“Sports have taught me everything: discipline, fun, teamwork and purpose,” Tendulkar said at the launch. “TEN x YOU is about bringing that spirit into people’s everyday lives. Whether you play on the streets or train professionally, sports should be a part of who we are. I want every Indian to experience the happiness that playing brings.”
Designed for Indian athletes
The brand’s offering includes shoes, clothing and accessories specially made for Indian athletes. Prices vary between ₹5,000 and ₹6,000 for sports shoes, with cricket specific footwear all around ₹9,000And sporty casual wear priced between ₹1,200 and ₹1,800.
CEO Karthik Gurumurthy explained that the designs are built around it Indian body structures, climate and comfort. “We wanted to bring Sachin’s real-world experience into every product. From wider shoe fits to breathable fabrics suitable for Indian weather, our aim is to make performance gear accessible to everyone,” he said.
Expanding horizons
TEN x YOU launched as a direct-to-consumer (D2C) brand and plans to open its first physical store within six months. It is also the intention to collaborate with cricket academies across India to reach young athletes directly.
The company’s initial sales target is ₹4–5 crore per monthwith an expected scale-up to ₹30-35 crore within 18 months. Global expansion is already in the pipeline, with interest from West Asia and Great Britain.
A legacy that goes beyond cricket
By means of TEN x YOUSachin Tendulkar combines his cricketing heritage with entrepreneurial goals as he inspires India to stay fit, play more and embrace an active lifestyle. For the “Master Blaster” the message is simple but powerful:
“No matter where life takes you – never stop playing.”
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