Sachin Tendulkar Launches Sportswear Brand ‘TEN x YOU’

Sachin Tendulkar Launches Insight-Led Sportswear Brand ‘TEN x YOU’ to Inspire India to Play More

posted by NIILESH WAGHELA

Mumbai: Cricket legend Sachin Tendulkar has officially launched his new sports and athleisure brand, TEN x YOU, built on his 24 years of on-ground experience and deep understanding of athlete needs.

Co-founded by Sachin Tendulkar, Karthik Gurumurthy, and Karan Arora under SRT10 Athleisure Pvt. Ltd., TEN x YOU aims to empower players at every level — from street cricket enthusiasts to professionals — through thoughtfully designed, high-performance gear tailored for Indian feet and body types.

At the launch event in Mumbai, visitors got an immersive experience of the brand’s journey, exploring its product technology, craftsmanship, and design philosophy. Every detail — from material selection to structure — reflects Tendulkar’s hands-on insights, including an *extra spike feature* to improve grip and stability on Indian pitches.

Speaking at the launch, Tendulkar said, “From narrow gullies to the biggest stadiums, one thing never changes — the joy that sport brings. My dream is to see India move from a sport-loving to a sport-playing nation. With TEN x YOU, the same attention I gave to my cricket gear has gone into every product we make. Playing a sport makes you feel on top of the world — so just start, and never stop playing!”

Karthik Gurumurthy, Co-Founder and CEO, added that the brand was built to serve Indian players and fitness lovers of all ages. “Indian feet are wider, our climate is unique — and our products are designed with these insights. From cricketers to everyday fitness enthusiasts, TEN x YOU combines comfort, durability, and style to make premium sportswear accessible to all.”

TEN x YOU plans to strengthen its presence across both online and offline retail channels, aiming to create a vibrant ecosystem where sport is not just an activity, but a lifestyle.

Headquartered in Bengaluru, the brand is backed by Peak XV (Surge XI cohort) and Whiteboard Capital. Its product development team includes experts from the US, Germany, Taiwan, Sri Lanka, Vietnam, and Australia, ensuring world-class performance with local relevance.

TEN x YOU’s mission is clear — to bring the spirit of play into everyday life and make India a nation that doesn’t just love sports but lives it.