Tendulkar eyes ₹35 crore target with launch of homegrown athleisure brand TEN x YOU

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Sachin Tendulkar has announced the launch of Ten x You, his latest venture in the fast-growing Indian athleisure and lifestyle market. The homegrown brand is set to target Rs 35 crore in revenue within 18 months, positioning itself at the intersection of performance, fashion, and affordability.

TEN x YOU, under Sachin Tendulkar Brand Management (STBM), will offer activewear and lifestyle apparel designed for comfort, versatility, and all-day wear. The collection’s aesthetic blends functionality with minimal design, catering to consumers who value both fitness and everyday style.

Speaking about the launch, Tendulkar said, “TEN x YOU is inspired by the belief that everyone has an inner champion — someone who shows up, moves forward, and performs with passion in every aspect of life.”

The brand’s debut campaign, “Play Your Way”, highlights inclusivity and individuality, moving beyond the notion of professional athleticism to celebrate everyday performance. Products are available on tenxyou.com and leading e-commerce marketplaces, with offline retail stores planned for 2026.

Industry analysts see the move as a natural evolution of Tendulkar’s personal brand, leveraging his reputation for discipline and authenticity. Competing in India’s ₹60,000 crore sportswear market, TEN x YOU will go up against both global players such as Nike, Adidas, and Puma and homegrown rivals like HRX and Seven by MS Dhoni.