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Sachin Tendulkar’s TEN x YOU Brand Launches; Cricket Shoes Start at ₹5,500, Eyes Global Market

Shivansh Rana | 3 min read | 3 months ago | Oct 11, 2025 06:29 am IST
Sachin Tendulkar's TEN x YOU Brand Launches; Cricket Shoes Start at ₹5,500, Eyes Global Market

Cricket legend Sachin Tendulkar just stepped into a brand new arena. On Friday, October 10, 2025, he officially launched his very own sportswear and athleisure brand, TEN x YOU. And no, this isn’t just another celebrity clothing line. It’s a full-blown mission to change how India sees sports.

Tendulkar’s vision is crystal clear. He wants to transform India from a country that just loves watching sports into a country that actively plays them. A “sports-loving nation” to a “sports-playing nation,” in his own words.

Key Takeaways

  • Brand Launch: Sachin Tendulkar’s new sportswear brand is called TEN x YOU.
  • Core Mission: To transform India into a “sports-playing nation.”
  • Initial Products: Pro cricket shoes (around ₹9,000) and lifestyle apparel (₹1,200-₹1,800).
  • How to Buy: Started as direct-to-consumer online at tenxyou.com.
  • Big Backing: The brand has raised over ₹25 crore, backed by Peak XV and Whiteboard Capital.

So, What’s the Story Behind the Gear?

Look, anyone can slap their name on a t-shirt. But Tendulkar has poured his 24 years of on-field experience into this project. The brand, which operates under SRT10 Athleisure Pvt. Ltd., is co-founded by CEO Karthik Gurumurthy and Karan Arora, with Sachin serving as the Chief Inspiration Officer.

They spent 18 months just developing the shoes. Why? Because they’re specifically designed for Indian feet and body types. The team even tested them with cricket academies and semi-professional players starting back in March to get everything just right.

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Let’s Talk Money and Products

So what can you actually buy? Right now, the focus is sharp. The star products are the professional, high-end cricket shoes priced around ₹9,000. If that’s a bit steep, there are also semi-pro options in the ₹5,500-₹6,000 range.

But it’s not all for the cricket pitch. You can also grab lifestyle apparel like t-shirts and pants, with prices sitting between ₹1,200 and ₹1,800. It’s a focused start for a brand with massive ambitions.

The Game Plan for Growth

For now, you can only get TEN x YOU gear directly from their website. It’s an online-first, direct-to-consumer approach. But don’t expect it to stay that way for long. The plan is to open physical retail stores and other offline channels within the next six months.

And they aren’t stopping at cricket. Gear for other sports like running, training, and even pickleball is already in the pipeline. What about going global? Yeah, that’s happening too. The brand is looking at international expansion into markets like West Asia and the UK within the next 12 to 18 months. This is just the beginning.

But honestly, it’s not his first innings in apparel. You might remember his collaboration with Arvind Brands back in 2016 for the menswear brand True Blue. This time, though, it feels different. It feels personal. What do you think, will you be trying out the new gear?