Sachin Tendulkar has taken a bold leap beyond the cricket pitch by launching TEN x YOU, his own sportswear and athleisure brand, unveiled in Mumbai on October 10, 2025. Co-founded alongside Karthik Gurumurthy and Karan Arora under the Bengaluru-based SRT10 Athleisure Pvt. Ltd., the venture is supported by investors Peak XV (part of SurgeXI Co-Hort) and Whiteboard Capital.
More than just a brand, TEN x YOU represents a movement inspired by Tendulkar’s 24-year sporting journey. It seeks to inspire Indians across all ages to adopt an active lifestyle by making sports accessible, comfortable, and enjoyable. As the Chief Inspiration Officer, Tendulkar shared, “Sport has given me discipline, purpose, and deep joy. I want to transform India from a sports-loving nation into a sports-playing one, encouraging everyone—from kids in local alleyways to professional athletes—to play and stay active.”
The range of products is thoughtfully designed to suit Indian body types, climate, and sporting needs, leveraging Tendulkar’s insights and on-field experience. Footwear is priced between ₹5,000 and ₹6,000, with cricket-specific shoes at around ₹9,000. Apparel pieces range from ₹1,200 to ₹1,800, blending performance technology with lifestyle appeal. The footwear features innovations like specially designed spikes for enhanced stability and grip on Indian pitches. CEO Karthik Gurumurthy emphasized that their offerings serve a broad spectrum—from casual players to professionals—undergoing rigorous testing to ensure comfort, durability, and style in real conditions.
TEN x YOU operates on a direct-to-consumer (D2C) model with plans to open its first physical store within six months. The brand will also partner with cricket academies nationwide to reach young talent directly. The company targets initial monthly revenues of ₹4–5 crore, with growth ambitions to scale up to ₹30–35 crore within 18 months.
While India remains the core market, the brand harbors international aspirations, aiming to expand within 12 to 18 months into regions like West Asia and the UK, where Sachin Tendulkar’s legacy garners strong recognition.
For Tendulkar, TEN x YOU is more than a business as it is his “second innings” for India, championing fitness and healthy living nationwide. His expanding business ventures and an estimated net worth of roughly $170 million underscore this promising new chapter.
The launch event itself was an immersive experience, blending storytelling, craftsmanship, and interactive presentations that brought the brand’s vision of play, fitness, and movement vividly to life for attendees.
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