On Friday, October 10, 2025, cricket legend and Bharat Ratna Sachin Tendulkar unveiled TEN x YOU, a new sportswear and athleisure brand crafted from his personal insights and experiences as a top athlete.
Initially aimed at cricket players, the brand is owned by SRT10 Athleisure Pvt. Ltd., which Sachin Tendulkar co-founded alongside Karthik Gurumurthy and Karan Arora.
They plan to roll out shoes for athletes in various sports and for the general public.
During the launch, Mr. Tendulkar, who serves as co-founder and chief inspiration officer of TEN x YOU, expressed, “I envision India transforming from a nation that loves sports to one that actively participates in them. I want everyone, from the streets to the stadiums, to play, train, and experience the joy I once felt”.
He continued, With TEN x YOU, we’ve infused the same meticulous attention to detail that I demanded from my bat and gear into every athleisure item we create. Engaging in sports will elevate your spirits, so just begin, and keep playing!
TEN x YOU Brand
Aiming to create a strong foothold in both online and offline shopping.
TEN x YOU seeks to make high quality sports and athleisure gear available to every aspiring athlete in India.
The company has the support of Peak XV (which is part of SurgeXI Co-Hort) and Whiteboard Capital.
First off, the brand is aiming for a monthly revenue of ₹4 to ₹5 crore.
After 18 months, they plan to hit monthly revenues of ₹30 to ₹35 crore.
Although India is their main market, they have plans for exports in a year or two.
The shoes are priced from ₹5,000 to ₹6,000 per pair, while the premium cricket shoes go for ₹9,000 each.
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