Mumbai, Nitin Sindhu VY

Cricket icon Sachin Tendulkar is stepping onto a new field—India’s rapidly growing athleisure market—with a venture that’s as strategic as his legendary cover drives. His brand, Ten x You, isn’t just banking on his star power; it’s a calculated play combining a celebrated name, operational brilliance, and heavyweight venture capital backing. With India’s athleisure market projected to soar to $21 billion by 2033, Tendulkar is positioning Ten x You for a winning innings against rivals like Hrithik Roshan’s HRX (₹1,000 crore in revenue) and Virat Kohli’s ₹40 crore-backed Agilitas Sports.

•A Strategic Trifecta: Fame, Operations, and Funding

Ten x You stands out with its potent combination of Tendulkar’s iconic status, operational expertise, and robust financial backing from marquee investors like Peak XV Partners and Whiteboard Capital. The brand’s secret weapon? CEO Karthik Gurumurthy, the mastermind behind Swiggy Instamart’s meteoric rise to ₹600 crore in monthly revenue in just 2.5 years.

"Most celebrity brands rely on a famous face and a factory. Ten x You brings a legendary name, a proven operator, and top-tier VC funding—a powerful trifecta," noted a retail analyst.

Gurumurthy’s expertise in scaling quick-commerce operations is pivotal. His mandate is to build a supply chain that can handle rapid growth while maintaining premium quality—a critical factor where many celebrity-backed brands falter as vendors cut corners and quality dips.

•Product Precision: Engineered for India

Tendulkar isn’t just lending his name; as Chief Inspiration Officer, he’s deeply involved in product development. Unlike brands that rebadge imports, Ten x You designs footwear tailored for Indian consumers, with a focus on wider Indian feet. The product lineup includes regular athletic shoes priced at ₹5,499 and cricket-specific footwear at ₹9,000. These shoes have been rigorously tested with cricket academies since March, ensuring performance and durability.

•A Vision Beyond the Boundary:

Launching as a Direct-to-Consumer (D2C) online brand, Ten x You plans to open its first physical store within six months. The long-term goal is to build a ₹100–150 crore business within two to three years, with ambitions to export to markets like the Middle East and the UK.

•Why It Matters:

Tendulkar’s second innings is a masterclass in strategy, blending his unmatched brand equity with operational rigor and financial muscle. By prioritizing supply chain excellence and product specificity, Ten x You is poised to not just compete but redefine the athleisure game in India—and beyond.

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