Sachin Tendulkar launches his own sportswear brand TEN x YOU

Cricket icon Sachin Tendulkar has launched his new sportswear and athleisure brand TEN x YOU in Bengaluru aiming to make sports accessible to everyone with performance-driven designs and premium comfort.

The venture has been co-founded by Tendulkar along with Karthik Gurumurthy and Karan Arora. It is backed by Peak XV through the Surge XI cohort and Whiteboard Capital. With this launch Tendulkar returns to the apparel business but this time with a stronger mission to make sports a lifestyle choice rather than just a profession.

The inspiration behind TEN x YOU

As the Chief Inspiration Officer of the brand Tendulkar shared that sports have given him everything he values in life — discipline, teamwork, and joy. “TEN x YOU is about encouraging India to move, play and reconnect with fitness through fun. The goal is to make sports a natural part of our daily lives again,” he said.

The brand philosophy revolves around combining performance with real-world comfort. Each product is designed to deliver durability for athletes while being stylish enough for casual wear.

The first collection and its focus

TEN x YOU has launched a range of cricket-specific footwear tested with academies and semi-professional players since March this year. The shoes are built to provide grip flexibility and long-lasting comfort essential for players who spend hours on the field. The cricket line is priced at around ₹9,000 while the general sports footwear collection ranges between ₹5,000 and ₹6,000.

In addition to shoes the apparel line includes t-shirts, pants and activewear priced between ₹1,200 and ₹1,800. The company plans to expand to more sports categories in the coming months and is also eyeing international markets within the next year and a half.

A digital-first business model

TEN x YOU is starting with a direct-to-consumer approach with all products available on its official website www.tenxyou.com. This D2C strategy allows the brand to maintain quality control, customer engagement and seamless delivery before moving to offline retail channels in the next six months. The team also plans to collaborate with athletes, influencers and sports academies to expand brand reach and credibility.

A look back at Tendulkar’s business ventures

This is not Tendulkar’s first brush with fashion and lifestyle. In 2016 he co-launched True Blue a premium menswear label with Arvind Brands. Over the years he has invested in multiple ventures across sports technology and entertainment. In September 2025 risk management firm Kroll valued his personal brand at over 112 million dollars making him one of the top five most valuable celebrities in India.

Reimagining sportswear for India

TEN x YOU stands apart as a brand born from experience rather than just design. Tendulkar’s decades-long understanding of performance apparel and his influence as a global sports icon make this venture more than a business move — it is a cultural statement. By combining athletic performance with comfort and accessibility the brand aims to reshape how Indians view fitness and fashion.

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