Legendary Indian cricketer Sachin Tendulkar has stepped into the world of fashion and fitness with the launch of his own sportswear and athleisure brand – TEN x YOU. The launch took place in Mumbai on October 10, and the brand is co-founded by Tendulkar along with Karthik Gurumurthy and Karan Arora, under SRT10 Athleisure Pvt. Ltd.
Play loud, laugh hard, and lose yourself in the Joy of Play.
A big thanks to all our friends, family, well wishers and media for being a part of TenxYou’s launch on 10/10. #NeverStopPlaying. Ten x You is yours to experience from today at https://t.co/kjDric5Iyb pic.twitter.com/Ek1LFC5zRn---Advertisement---— Sachin Tendulkar (@sachin_rt) October 11, 2025
A Brand for the Young and Active
TEN x YOU is being launched as a direct-to-consumer (D2C) brand, with plans to open its first physical store within six months. Sachin himself will be the face of the brand, and there are also plans to partner with cricket academies across India to connect directly with young athletes and budding sportspersons.
Targeting Performance and Style
The brand offers a range of sportswear, shoes, and accessories, all designed to suit Indian body types, climate, and sporting needs.
- Shoes are priced between Rs 5,000 and Rs 6,000, while cricket-specific footwear will cost around Rs 9,000.
- Apparel items, including both performance and casual wear, are priced between Rs 1,200 and Rs 1,800.
Business Goals & Global Ambitions
TEN x YOU is aiming for a monthly revenue of Rs 4–5 crore at launch and hopes to scale that to Rs 30–35 crore within the next 18 months. While the primary focus is on the Indian market, the company already has plans to expand internationally, with West Asia and the UK being among the first global targets.
Tendulkar’s Growing Business Empire
Sachin Tendulkar’s net worth is currently estimated at around $170 million (Rs 1,400 crore), making him one of the wealthiest cricketers in the world. With the launch of TEN x YOU, that figure is set to grow even further.
The former cricketer is no stranger to business. He has already invested in multiple sports-related ventures, including Kerala Blasters FC in the Indian Super League, and holds significant investments in real estate both in India and abroad.
