TEN x YOU is based on Sachin Tendulkar’s 24 years of experience in cricket and his deep understanding of what athletes truly need. The products are made with a focus on Indian feet, weather, and playing conditions, an official statement said
Sachin Tendulkar with his wife Anjali and daughter Sara
Former Team India cricketer Sachin Tendulkar has officially launched his new sports and athleisure brand TEN x YOU.
The brand is part of SRT10 Athleisure Pvt. Ltd. and was co-founded by Tendulkar, Karthik Gurumurthy, and Karan Arora. It aims to create high-quality, comfortable sportswear designed specially for Indians, from beginners to professionals.
TEN x YOU is based on Sachin Tendulkar’s 24 years of experience in cricket and his deep understanding of what athletes truly need. The products are made with a focus on Indian feet, weather, and playing conditions, an official statement said.
At the launch event in Mumbai, guests explored the brand’s unique product features, including a special spike designed by Tendulkar himself to improve grip on Indian pitches.
Speaking at the event, Sachin Tendulkar, who is also the Chief Inspiration Officer, said, “From village grounds to international stadiums, sport brings happiness. I want India to move from loving sport to playing it. TEN x YOU is built with the same attention I gave to my bat and kit. Just play, and never stop.”
An offical statement said that TEN x YOU is about redefining how sports brands engage with players and communities. The brand is designed for players at every level, from those training professionally to individuals rediscovering their love for movement. Its mission is to create an inclusive ecosystem where sport is celebrated as a lifestyle, not a destination. 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.
The brand’s goal is to make everyone feel the joy of sport, whether on the field, at the gym, or just enjoying a walk, the statement said.
Karthik Gurumurthy, Co-Founder & CEO, sad, “Our aim is to make products that fit Indian bodies and lifestyles. We want to bring back the joy of play, for everyone, not just athletes.”
About TEN x YOU:
TEN X YOU is a Bengaluru-headquartered sports and athleisure brand co-founded by Karthik Gurumurthy, Karan Arora and Sachin Tendulkar, with backing from Peak XV (Part of SurgeXI Co-Hort) and Whiteboard Capital. Built on the philosophy of bringing back play into everyday life, the brand crafts shoes, apparel, and accessories tailored for Indian body types and designed to deliver comfort, versatility, and joy. Our product innovation is powered by a global pedigree — experts from the US, Germany, Taiwan, Sri Lanka, Vietnam, and Australia working together to craft gear that blends performance with lifestyle.
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