Sachin Tendulkar unveils his sportswear brand TEN x YOU

Cricketing icon and Bharat Ratna Sachin Tendulkar on Friday (October 10, 2025) launched TEN x YOU, a sportswear and athleisure brand which has been developed through his insights and on-ground experience as an ace sports person.

Initially targeted at cricket players, the company SRT10 Athleisure Pvt. Ltd., co-founded by Sachin Tendulkar, Karthik Gurumurthy, and Karan Arora, which owns this brand, will introduce shoes for people into other sports and the masses in general.

Speaking at the launch, Mr. Tendulkar, co-founder & chief inspiration officer, TEN x YOU, said: “My vision is to see India move from a sport-loving to a sport-playing nation, and to this end, I want everyone, from the gully to the stadium, to play, to train, and feel the joy I felt!” 

“With TEN x YOU, the same attention to detail I demanded from my bat and kit has been poured into every athleisure product made by us. Playing a sport will make you feel on top of the world, so just start, and never stop playing!” he added. 

Karthik Gurumurthy, co-founder & CEO, TEN x YOU, said: “TEN x YOU is insight-led and retail-ready. We wanted to bring in Sachin Tendulkar’s experience and real-world insights from his journey to design products that become a go-to choice for every Indian, regardless of age or gender, and help them relive the youthful days of play.” 

“Indian feet are wider; our body structures and climate conditions are unique — and our products are made keeping that in mind. Our range caters to cricketers across all levels — from recreational players to semi-professionals and professionals — and extends into trainers and lifestyle collections designed for everyday comfort and versatility. Each product is tested and refined against real-world conditions to ensure superior comfort, durability, and style,” he said.

With plans to build a strong presence across both online and offline retail channels, TEN x YOU aims to make premium-quality sports and athleisure gear accessible to every aspiring athlete across India.

To begin with the brand is targeting a revenue of ₹4 to ₹5 crore a month. From 18 months onwards it aims monthly revenues of ₹30 to ₹35 crore. While India is the focus market, exports are planned in a year or two. 

The shoes are priced between ₹5,000 to ₹6,000 a pair and the top end cricket shoes are priced at ₹9,000 a pair. 

The company is backed by Peak XV (Part of SurgeXI Co-Hort) and Whiteboard Capital.