Sachin Tendulkar Launches ‘TEN x YOU’ to Inspire India Towards a Fitter, Sports-Driven Future

Mumbai, October 10, 2025: Cricket legend Sachin Tendulkar has officially launched his sportswear and athleisure brand, TEN x YOU, under SRT10 Athleisure Pvt. Ltd., with the goal of promoting fitness and nurturing a culture of sports participation across India. The initiative aims to inspire children and youth to embrace physical activity and transform India from a sports-loving nation into a sports-playing one.

Co-founded by Tendulkar, Karthik Gurumurthy, and Karan Arora, TEN x YOU combines global design standards with insights drawn from Tendulkar’s 24 years of experience in professional cricket. The brand focuses on comfort, performance, and innovation, offering products tailored to the needs of Indian athletes and everyday fitness enthusiasts.

Speaking at the launch event in Mumbai, Tendulkar said, “When I retired, I wanted to continue batting for India in a different capacity. We often call ourselves the youngest nation in the world, but are we fit and healthy? The honest answer is no. TEN x YOU is our way of encouraging every Indian, especially children, to take up a sport and build a fitter nation.”

The brand’s launch event was designed as an immersive experience rather than a conventional product showcase. Interactive trial zones, storytelling spaces, and design demonstrations allowed attendees to explore the craftsmanship and technology behind each product. Among the highlights was a special extra spike feature, personally designed by Tendulkar to improve stability and grip on Indian pitches.

TEN x YOU’s product line includes gear for cricketers at all levels—ranging from recreational to professional players—and extends into lifestyle footwear designed for comfort and versatility. Each product undergoes rigorous testing under real-world conditions to ensure quality and durability.

Karthik Gurumurthy, Co-Founder and CEO, said, “TEN x YOU is built for India. Our designs account for wider Indian feet, diverse body types, and the country’s climatic conditions. The goal is to make high-performance, stylish, and comfortable sportswear accessible to everyone, helping people relive their youthful spirit of play.”

With this launch, Tendulkar has reaffirmed his lifelong commitment to empowering India through sport, taking his legacy from the cricket pitch to the nation’s fitness frontlines.