Cricket legend Sachin Tendulkar has launched his own sportswear and athleisure brand, TEN X YOU. The brand is headquartered in Bengaluru and was co‑founded with Karthik Gurumurthy and Karan Arora. They have secured backing from Peak XV (part of Surge XI) and Whiteboard Capital.
TEN X YOU will offer cricket‑specific footwear, training gear, and lifestyle apparel. Priced accessibly, cricket shoes may retail around ₹9,000, while other footwear may cost ₹5,000–6,000. Apparel will range between ₹1,200 and ₹1,800. The goal is to deliver high performance, comfort, and fit designed especially for Indian athletes.
Tendulkar has long been involved in drafting the design philosophy. He says the brand is rooted in his 24 years on field experience. He wants to transform India from a sports‑loving nation to a sports‑playing nation. The initial launch will follow a direct‑to‑consumer model. Physical stores are expected after six months.
TEN X YOU also plans to connect with cricket academies to showcase the gear on real players. Over time, they may expand into other sports like pickleball and general training. International expansion is on the horizon within 12–18 months, focusing on markets such as UK and West Asia, once they validate their product–market fit in India.
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