SRT10 ATHLEISURE, co-founded by Sachin Tendulkar, Karthik Gurumurthy, and Karan Arora, is reportedly gearing up to take its brand, Ten X You, global after consolidating its presence in India.
The company aims to build a business worth Rs 100–150 crore over the next two to three years, a top executive told Economic Times.
India’s sportswear and athleisure market, currently valued at around $700 million, is projected to reach $2 billion by the end of the decade, as per industry estimates. Ten X You seeks to carve out a niche within this rapidly growing sector by focusing on what it calls the “sport-ready lifestyle” segment.
Initially, the company backed by Peak XV and Whiteboard Capital, will focus on a direct-to-consumer (D2C) model through online channels, using digital insights to guide decisions around product mix, pricing, and future offline formats. Exclusive retail stores are expected to follow once the brand gains traction.
Positioned between high-performance sportswear and lifestyle apparel, Ten X You aims to differentiate itself through technology-led design and Tendulkar’s unmatched sporting legacy. The brand is also working closely with sports academies and coaches across India through an ambassador programme designed to strengthen grassroots awareness and authenticity.
Ten X You will debut with eight product categories, spanning performance and lifestyle ranges, including footwear, apparel, accessories, and cricket and fitness gear. While cricket remains a natural focus, the brand is also exploring emerging sports such as pickleball.
Ten X You CEO and co-founder Karthik Gurumurthy said, “We are seeing strong interest from the Middle East and the UK, where Sachin Tendulkar’s credibility carries tremendous weight. Several brands have expressed a desire to partner with us, but we’re taking a measured approach, focusing first on getting the product and market fit right before scaling globally. Cricket will be part of the 2028 Olympics. If there’s a brand that has to come in cricket, it has to be from India, because India is the powerhouse of the sport. We are following a beachhead strategy, first win in performance, then move into lifestyle.”
Tendulkar added, “I wanted to continue batting for India in the second innings also. We were thinking in this direction, but to be honest, we did not press the accelerator hard enough to achieve something like this earlier.”
