Sachin Tendulkar launches his own sportswear brand TEN x YOU
What's the story
Cricket legend Sachin Tendulkar has launched his own sportswear and athleisure brand, TEN x YOU. The Bengaluru-based company will offer a range of products, including footwear and apparel, initially focusing on cricket, with plans to expand into other sports over time. The brand is co-founded by Tendulkar along with Karthik Gurumurthy and Karan Arora. It is funded by Peak XV (Part of SurgeXI Co-Hort) and Whiteboard Capital.
Brand philosophy
Sport has given me everything, says Tendulkar
Tendulkar, who is also the Chief Inspiration Officer of TEN x YOU, said that "sport has given me everything." He emphasized how play can transform lives and is the inspiration behind this new venture. The brand aims to make sports accessible for everyone, combining performance with comfort and real-world design. "TEN x YOU is all about encouraging India to embrace an active, playful lifestyle once again," Tendulkar told Business Standard.
Product range
Cricket-specific shoes have been tested with players
TEN x YOU has launched a line of shoes for professional cricketers, which have been tested with cricket academies and semi-professional players since March. The brand's footwear is priced between ₹5,000-6,000, while cricket-specific shoes are available at ₹9,000. Apparel ranges from ₹1,200-1,800. The company plans to expand into other sports segments over time and grow internationally in the next 12-18 months.
Business model
TEN x YOU starts with direct-to-consumer model
TEN x YOU is starting its journey in India with a direct-to-consumer (D2C) model. The brand's website (www.tenxyou.com) will be the first platform to sell its products, before moving to offline sales in six months. Apart from shoes, the company also sells t-shirts, pants, and other sports apparel on its website.
Past ventures
Tendulkar previously launched a menswear brand
This is not Tendulkar's first foray into the apparel business. He had previously launched the menswear brand True Blue in collaboration with textile major Arvind Brands in 2016. Apart from apparel, Tendulkar has invested in several sports and entertainment businesses. Last month, risk management firm Kroll estimated his brand value at over $112 million, making him the fifth biggest celebrity in India.