Legendary cricketer Sachin Tendulkar has stepped into a new innings, launching his own sportswear brand, Ten X You, with a mission to make fitness accessible and appealing to all Indians.
The brand offers high-quality footwear, apparel, and accessories designed for both professional athletes and everyday users.
The launch event took place on Friday at Mehboob Studio in Bandra, Mumbai, and was attended by Tendulkar’s wife Anjali, daughter Sara, former India cricketer Pravin Amre, and current BCCI chief selector Ajit Agarkar.
Reflecting on his cricketing career, Tendulkar noted gaps in sports products and support for budding athletes that he wished to address through the brand. “What I felt in my career was missing, we have been able to add that here,” he explained.
The brand’s development began with an 18-month focus on its signature sports shoes and has now expanded to a colourful range of sporting products. Tendulkar emphasised that Ten X You is for everyone, not just professional athletes. “One need not be only an athlete to use this product... It has been a journey for us,” he said.
Tendulkar highlighted the broader vision behind the brand, explaining that he wished to transform India from a sports-loving nation into a sports-playing nation and emphasized that promoting fitness in daily life was essential.
He added that the idea for Ten X You was inspired by his retirement from cricket and his wish to continue contributing to India in a new way, noting that while India has one of the youngest populations in the world, fitness and health remain a challenge that the nation could improve on.
Tendulkar also emphasized the importance of cultivating healthy habits from childhood, explaining that they wanted to create something that could help transform the country and encourage everyone to play a sport of their choice, framing the brand as a way to inspire widespread participation in sports.
With the launch of Ten X You, Sachin Tendulkar aims to make high-quality, accessible sports products available to all Indians and promote a culture of fitness across the nation.