Sachin Tendulkar Launches Sportswear and Athleisure Brand ‘TEN x YOU’
- ByStartupStory | October 11, 2025
“The cricket legend enters the Indian sportswear market with a range of performance footwear and apparel designed for athletes and fitness enthusiasts.”
Cricket icon Sachin Tendulkar has officially stepped into the sportswear and athleisure industry with the launch of his brand, ‘TEN x YOU’. The venture is aimed at revolutionizing the Indian sportswear market by offering products designed for athletes, fitness enthusiasts, and anyone passionate about an active lifestyle.
A Vision Rooted in Experience
Co-founded by Tendulkar along with Karthik Gurumurthy and Karan Arora, ‘TEN x YOU’ draws upon Tendulkar’s decades-long experience in cricket. The brand emphasizes making sports accessible to all, fostering values like discipline, purpose, and joy — principles that have defined Tendulkar’s own career and personal philosophy.
Tailored for Indian Athletes
Understanding the specific needs of Indian athletes, ‘TEN x YOU’ has developed footwear and apparel suited to Indian body structures and playing conditions. The footwear is engineered for comfort and durability, taking into account wider Indian foot profiles and rigorous performance demands.
Product Range and Pricing
The brand’s offerings include cricket-specific footwear priced between ₹5,000 and ₹9,000, along with apparel ranging from ₹1,200 to ₹1,800. These products are designed to serve both recreational and professional athletes, combining functionality with modern style.
Strategic Expansion Plans
‘TEN x YOU’ is starting with a direct-to-consumer model and plans to open its first physical store within six months. The brand also aims to collaborate with cricket academies and fitness centers nationwide to reach young athletes and fitness enthusiasts directly. Initially targeting monthly revenues of ₹4–5 crore, the company aims to scale up to ₹30–35 crore within 18 months.
A Brand with a Mission
More than just a sportswear brand, ‘TEN x YOU’ aspires to inspire Indians to train, play, and stay active. Backed by Tendulkar’s leadership and vision, the brand is positioned to make a significant impact on India’s sportswear and athleisure market while promoting a healthy and active lifestyle among youth and sports enthusiasts.
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