TEN x YOU (stylised TENXYOU) is a sportswear and athleisure brand co-founded by Sachin Tendulkar, Karthik Gurumurthy, and Karan Arora under SRT10 Athleisure Pvt Ltd. Backed by investors Peak XV (a part of Surge XI cohort) and Whiteboard Capital.
The Vision & Motivation
- Tendulkar has expressed that the brand is born from his experiences as a sportsperson—seeing what was missing in sports gear, especially cricket shoes and equipment. He wants to make play accessible to everyone, not just professional athletes.
- The larger ambition: to help India shift from being a sports-loving country to a sports-playing one. Encouraging grassroots participation and better gear.
Products & Pricing
- The initial product line includes footwear, apparel, and a special line dedicated to cricket-specific gear.
- Pricing:
• Regular footwear in the range of ₹5,000–₹6,000.
• Cricket-specific footwear around ₹9,000.
• Apparel items priced between ₹1,200–₹1,800.
Launch Strategy & Expansion Plans
- The brand is being launched direct-to-consumer (D2C) initially. Physical retail stores are planned in about six months after the launch.
- TEN x YOU is collaborating with cricket academies to distribute cricket-specific products.
- There’s intention to expand to other sports (e.g. training gear, possibly pickleball) over time.
- Overseas expansion is planned within 12-18 months. Early interest is seen from regions such as the Middle East and the UK.
Product Development & Testing
- Sachin Tendulkar has already been seen using prototype cricket shoes, training apparel, and other gear from TEN x YOU during the International Masters League (IML) matches.
- He has been involved in the design and testing process—giving feedback and ensuring products are suited to real-world, Indian athletic conditions (foot shape, climate, playing surfaces).
Market Position & Challenges
Strengths:
- Strong brand credibility coming from Tendulkar’s reputation and legacy in India.
- Clear focus on cricket, which is the country’s largest sport in viewership and participation.
- Local manufacturing, which can help with cost, fit for Indian needs, and possibly favorable regulation / “Make in India” policies.
Potential Challenges:
- Competition with well-established sportswear giants (Nike, Adidas, Puma, etc.).
- Ensuring quality, durability, comfort in cricket gear—cricket has high performance demands.
- Supply chain, retail penetration outside major cities, and pricing sensibilities in different Indian demographics.
Why It Adds Up Now
- Athleisure & sportswear markets in India are growing fast, driven by increasing health/fitness awareness, more participation in amateur sports, and lifestyle changes.
- Government policies favor local manufacturing, and many consumers prefer brands that understand local needs (climate, foot shapes, affordability).
- Having a cricket icon like Tendulkar gives instant attack and storytelling potential, especially among cricket fans.
Conclusion
Sachin Tendulkar’s TEN x YOU is more than just another sportswear label—it aims to fuse his decades of cricketing experience with real needs in athleisure and sport gear, especially in India. With well-thought pricing, testing, and a clear roadmap for expansion, it could become a major home-grown player in the sportswear market.
