The renowned Indian cricketer Sachin Tendulkar just opened his athleisure and sportswear line, “TEN x YOU,” in Mumbai on October 10. Co-founded by Sachin Tendulkar, Karthik Gurumurthy, and Karan Arora under the name SRT10 Athleisure Pvt. Ltd., the company joins the expanding sportswear industry in India with support from Whiteboard Capital and Peak XV (SurgeXI Co-Hort).
Co-founder and Chief Inspiration Officer Sachin Tendulkar revealed that the business was inspired by his lifelong connection to sports and the principles they taught him. In addition to clothing, he stressed, the brand represents a movement that encourages Indians of all ages to play, train, and be active.
“I want everyone to play, practice, and experience the same thrill I did—from the gully to the stadium—because my goal is to see India transform from a sport-loving to a sport-playing nation. Everything—discipline, purpose, and a profound sense of joy—that I still possess has come from sports. In my experience, play has the power to genuinely change people’s lives—not just for athletes, but for everyone who decides to move, express themselves, and realise their full potential.
That is what motivated me to create TEN x YOU. In my ideal brand, play would be accessible to all, comfort and performance would coexist, and design would be grounded in actual, lived experience. Promoting an active, playful lifestyle in India is the main goal of TEN x YOU. Because in my opinion, one thing should always remain the same no matter how far life takes you: you should never give up playing,” Tendulkar told Business Standard.
wished to include the expertise of Sachin Tendulkar: CEO Karthik Gurumurthy
Notably, TEN x YOU offers clothing, accessories, and footwear that are specifically designed to meet the needs of Indian athletes. Shoes in the product range cost between INR 5,000 and INR 6,000, while shoes made specifically for cricket cost about INR 9,000. Clothing costs between INR 1,200 and INR 1,800. CEO Karthik Gurumurthy claims that Sachin Tendulkar professional insights were used to build the items, which are tailored to India’s environment and body type.
Retail-ready, TEN x YOU is insight-led. To enable Indians of all ages and genders rediscover their childhood playtime, we wanted to include Sachin Tendulkar’s experience and practical lessons from his journey into our product design. Because Indian feet are wider and because our body structures and climate are different, our products are designed with that in mind.
We offer trainers and lifestyle collections made for daily comfort and adaptability to suit cricket players of all skill levels, from amateurs to semi-professionals and pros. To guarantee the highest levels of comfort, toughness, and style, every product is tested and improved in real-world settings,” Sachin Tendulkar stated.
Within six months, the brand intends to open its first physical location and is starting with a direct-to-consumer (D2C) strategy. Additionally, it will work with cricket academies around the country to directly connect with future sportsmen. Regarding sales targets, TEN x YOU hopes to generate INR 4 to 5 crore per month at first, then increase to INR 30 to 35 crore in 18 months. Even though India is still the company’s top priority, it intends to grow globally over the course of the next 12 to 18 months, and West Asia and the UK are already showing interest.
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