Cricket legend Sachin Tendulkar has taken a new innings off the field by launching “10XU,” a Bengaluru-based sportswear and athleisure brand. Co-founded by Tendulkar along with Karthik Gurumurthy and Karan Arora, and backed by Peak XV and Whiteboard Capital, 10XU offers a range of footwear, apparel, and a special cricket line designed not only for athletes but for everyone who loves to move and play.
Tendulkar shared his vision and personal inspiration for 10XU, explaining that the brand is built around what he felt was missing during his renowned cricket career. The 18-month development journey focused on combining performance and comfort, resulting in products priced affordably for the broader market—shoes range between ₹5,000 to ₹6,000, with cricket-specific footwear priced around ₹9,000, and apparel between ₹1,200 and ₹1,800.
His goal: to transform India from being a nation that only watches sports into one that actively participates in playing them, thus encouraging fitness and an active lifestyle among all Indians.
Brand Strategy and Market Approach
10XU’s strategy is firmly cricket-centric, aiming to win in the sport that inspires millions in India. The brand is starting with a direct-to-consumer (D2C) model to establish a strong presence before opening its first physical store approximately six months post-launch. Additionally, it is partnering with cricket academies across India to reach budding players with specialized cricket gear. While cricket and lifestyle wear are the initial focus, the brand plans to expand into other sports segments like pickleball and training gear in the near future.
Global Expansion and Future Prospects of 10XU
Although the brand has commenced operations in India, it intends to scale internationally within 12 to 18 months. Markets such as West Asia and the United Kingdom have shown preliminary interest, but the co-founders prioritize demonstrating strong product-market fit domestically first. International expansion will follow once the Indian market has validated the product range and business model, with growth expected across these global esport hubs in the near term.
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Sachin Tendulkar’s Broader Fitness Mission
During the brand launch event in Mumbai, Tendulkar expressed his deeper mission: to make fitness and play an integral part of Indian life. He spoke about the discipline, passion, and joy that sports have given him and how 10XU is his vehicle to bring the same experience to millions beyond professional athletes. He believes nurturing healthy habits and active lifestyles from childhood will play a pivotal role in India’s future health and sporting achievements.
#WATCH | Mumbai, Maharashtra: Cricket legend Sachin Tendulkar says, "Really excited today to have launched our brand 10XU…This is very important for me, something that I experienced over the years – we have tried to incorporate and add a little more. What I felt in my career… pic.twitter.com/FMzYOzgQKa
— ANI (@ANI) October 10, 2025
Summary:
With 10XU, Sachin Tendulkar embarks on a transformative journey beyond cricket—into the world of sportswear and athleisure designed for all Indians. Combining athlete-grade technology with accessibility and cricket-first focus, the brand seeks to inspire a cultural shift from spectatorship to active participation. Backed by strong founders and investors, and with ambitious plans for domestic and global growth, 10XU is poised to make a lasting impact on India’s fitness and sports landscape
