Cricket icon Sachin Tendulkar, famously known as the Master Blaster, has forayed into the sportswear and athleisure market with the launch of his new brand, TEN x YOU. The brand offers a range of footwear and apparel, including a dedicated collection for cricket enthusiasts. Headquartered in Bengaluru, TEN x YOU has been co-founded by Karthik Gurumurthy, Karan Arora, and Tendulkar, with investments from Peak XV (part of the Surge XI cohort) and Whiteboard Capital.

Speaking to Business Standard, Tendulkar shared that sport has been the foundation of his life, teaching him discipline, purpose, and joy — values that inspired the creation of TEN x YOU. He emphasized that the brand is about making play and movement accessible to everyone by combining comfort, performance, and thoughtful design. According to him, the vision behind TEN x YOU is to encourage Indians to lead a more active and playful lifestyle, rooted in the belief that one should never stop playing, no matter where life leads.

Co-founder Karthik Gurumurthy noted that the brand’s initial focus is on cricket, with footwear priced between ₹5,000 and ₹6,000, while cricket-specific shoes will cost around ₹9,000. The apparel line will be priced between ₹1,200 and ₹1,800. He added that advanced technology has been incorporated into the products to enhance stability and performance, with plans to extend these features across the brand’s lifestyle range.

TEN x YOU will begin its journey in India through a direct-to-consumer model before opening its first physical store in about six months. The company is also partnering with cricket academies to supply sport-specific products to young players. Although its initial focus remains on cricket and lifestyle wear, Gurumurthy mentioned that the brand intends to expand into other sports such as pickleball and training gear in the future. The founders also have plans for international expansion within the next 12 to 18 months. While markets in West Asia and the UK have shown strong interest, Gurumurthy stated that the brand’s immediate goal is to establish a solid presence and product-market fit in India before exploring overseas opportunities.

Disclaimer: This image is taken from Business Standard.