Cricket legend Sachin Tendulkar has stepped into India’s booming sportswear and athleisure market with the launch of his own brand, Ten X You (styled 10XU). As per media reports, the brand was co-founded alongside Karthik Gurumurthy and Karan Arora under SRT10 Athleisure Pvt. Ltd.. The venture is backed by Peak XV (SurgeXI Co-Hort) and Whiteboard Capital.
At the Mumbai launch on October 10, Tendulkar highlighted the brand’s mission: to inspire Indians to move from being sport-loving to sport-playing, promoting an active lifestyle across the country.
Ten X You will debut with a range of high-performance footwear, cricket-specific shoes, and versatile athleisure apparel. Prices for the products are set between Rs 1,200–6,000, while cricket-specific footwear is pegged at around Rs 9,000. The brand promises stability and durability, with technical features tailored for Indian athletes and local climatic conditions.
The brand will initially follow a direct-to-consumer (D2C) model, with plans to open its first physical store within six months. Ten X You will also partner with cricket academies to engage young athletes directly. Leadership expects initial monthly revenue of Rs 4–5 crore, aiming to scale to Rs 30–35 crore within 18 months.
Looking beyond India, Ten X You has outlined international expansion plans within 12–18 months, starting with the UK and West Asia.
With Tendulkar’s brand entering the space, India’s sportswear market is set for a high-profile new player that combines performance, style, and celebrity appeal.
