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Sachin Tendulkar enters athleisure market with TEN x YOU to inspire the new generation

Akshita Patel

Sachin Tendulkar launches new brand [Source: @CricCrazyJohns/X.com]Sachin Tendulkar launches new brand [Source: @CricCrazyJohns/X.com]

Legendary cricketer Sachin Tendulkar has launched his own sportswear and athleisure brand, TEN x YOU, in Mumbai on October 10. The brand is being co-founded by Tendulkar with Karthik Gurumurthy and Karan Arora through SRT10 Athleisure Pvt. Ltd.

Tendulkar, the co-founder and chief inspiration officer, said that the brand is the result of his life-long love for sports and would inspire India to play, train, and experience the pleasure of movement at any age.

Sachin Tendulkar launches latest venture in sportswear

TEN x YOU is launching with a direct-to-consumer (D2C) approach and plans to open its first physical store within six months. The company, who will use Sachin Tendulkar as face, also targets to tie up with cricket academies in India to target young sports persons directly.

Sales-wise, the brand is targeting monthly revenues of ₹4–5 crore in the beginning and anticipates ₹30–35 crore in 18 months.

Though India is the chief market, overseas expansion to West Asia and the UK is already on the horizon.

The company has an assortment of shoes, clothing, and accessories with Indian body forms, weather, and sports requirements in mind.

Shoes are priced between ₹5,000 and ₹6,000, while cricket-specific shoes cost around ₹9,000. Apparel ranges from ₹1,200 to ₹1,800, targeting both performance and lifestyle use. 

Sachin Tendulkar has a net worth of over 100 million

With his new business venture, Sachin Tendulkar will also see an increase in his net worth. He is currently estimated to be around $170 million (₹1,400 crore) as of 2025, which makes him one of the richest cricketers in the world.

Tendulkar is an investor in several sporting businesses, including the Kerala Blasters soccer club in the Indian Super League, and has invested heavily in realty both domestically and overseas.