Sachin Tendulkar launches his new sportswear brand TEN x YOU: Indian cricket’s greatest icon, Sachin Tendulkar, launched his ambitious sportswear and athleisure brand, ‘TEN x YOU’, in Mumbai on October 10th. It’s not just a clothing brand, but a vision—a vision to transform India from a sports-loving nation to a ‘sports-playing nation’.
The brand is launched under the banner of SRT10 Athleisure Pvt. Ltd., co-founded by Tendulkar along with Kartik Gurumurthy and Karan Arora. This new initiative is also backed by venture capital firms Peak XV and Whiteboard Capital.
Fitness and sports, no longer just ‘fashion’, but ‘lifestyle’
At the brand launch, Sachin Tendulkar emphasized that ‘TEN x YOU’ is a movement. He believes that sports has given him discipline, purpose, and joy in life, and now he wants every Indian to experience this joy. The brand will inspire people to adopt an active lifestyle and make sports a part of their daily routine.
Special designs for Indian athletes
The ‘TEN x YOU’ product range includes clothing, footwear, and accessories related to sports, training, and fitness. The company has paid special attention to the specific needs of Indian consumers.
According to the company’s CEO, Karthik Gurumurthy, the product design was based on the lessons learned from Sachin Tendulkar’s playing career. The shoes and apparel are designed keeping in mind the Indian body structure, especially ‘wide feet’ and the country’s ‘hot climate’.
A look at the prices:
- Clothing: Between ₹1,200 and ₹1,800.
- General shoes: Around ₹5,000 to ₹6,000.
- Cricket-specific shoes: Around ₹9,000.
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Market entry strategy
‘TEN x YOU’ will initially operate on a direct-to-consumer (D2C) model, meaning the products will be delivered directly to consumers. However, the brand plans to open its first physical retail store in the next six months.
To directly reach young talent, the company also plans to partner with cricket academies across the country. This move will not only expand the brand’s reach but also provide quality gear to Indian sports talent.
Ambitious Goals and Global Expansion
The brand’s future plans are quite ambitious. The company aims to generate sales of ₹4-5 crore per month initially, and aims to reach ₹30-35 crore per month in the next 18 months.
Not just in India, Sachin Tendulkar’s brand is poised to make its mark globally, with plans to expand into key overseas markets such as West Asia and the UK.
Sachin Tendulkar’s ‘TEN x YOU’ is a major leap forward in India’s rapidly growing sportswear market. This launch is a fusion of a legendary sportsperson’s social vision and entrepreneurial spirit.
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