Sachin Tendulkar, the legendary Indian cricketer, just launched his sportswear and athleisure brand, ‘TEN x YOU’, in Mumbai on October 10. Tendulkar, Karthik Gurumurthy, and Karan Arora co-founded SRT10 Athleisure Pvt. Ltd., which enters India’s expanding sportswear sector, with backing from Peak XV (SurgeXI Co-Hort) and Whiteboard Capital.
Tendulkar, the brand’s Co-founder and Chief Inspiration Officer, stated that it was inspired by his lifetime love of sports and the ideals it instilled in him. He emphasised that the brand is more than just garments; it is a movement that encourages Indians of all ages to play, train, and stay active.
“My vision is to see India move from a sport-loving to a sport-playing nation, and to this end, I want everyone, from the gully to the stadium, to play, to train, and feel the joy I felt!. Sport has given me everything, discipline, purpose, and a deep sense of joy that I still carry with me. Over time, I’ve seen how play can truly transform lives, not just for athletes but also for anyone who chooses to move, express, and discover their potential. That’s what inspired me to build TEN x YOU.
I wanted to create a brand that makes play accessible to everyone, where performance meets comfort, and where design is rooted in real, lived experience. TEN x YOU is all about encouraging India to embrace an active, playful lifestyle once again. Because for me, no matter how far life takes you, one thing should never change: you should never stop playing,” Tendulkar told Business Standard.
Wanted to bring in Sachin Tendulkar’s experience: CEO Karthik Gurumurthy
Notably, TEN x YOU provides footwear, apparel, and accessories tailored to Indian athletes’ needs. The product range includes shoes priced between INR 5,000 and INR 6,000, with cricket-specific shoes retailing around INR 9,000, and apparel ranging from INR 1,200 to INR 1,800. According to CEO Karthik Gurumurthy, the products are built using insights from Tendulkar’s career and designed for India’s climate and body structure.
“TEN x YOU is insight-led and retail-ready. We wanted to bring in Sachin Tendulkar’s experience and real-world insights from his journey to design products that become a go-to choice for every Indian, regardless of age or gender, and help them relive the youthful days of play. Indian feet are wider; our body structures and climate conditions are unique, and our products are made keeping that in mind.
Our range caters to cricketers across all levels — from recreational players to semi-professionals and professionals — and extends into trainers and lifestyle collections designed for everyday comfort and versatility. Each product is tested and refined against real-world conditions to ensure superior comfort, durability, and style,” he said.
The brand is launching with a direct-to-consumer (D2C) approach and plans to open its first physical store within six months. It will also collaborate with cricket academies nationwide to reach young athletes directly. In terms of sales goals, TEN x YOU looks to achieve monthly revenues of INR 4 to 5 crore initially, scaling up to INR 30 to 35 crore within 18 months. While India remains the primary focus, the company plans to expand internationally within the next 12 to 18 months, with interest already coming from West Asia and the UK.
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