Sachin Tendulkar Launches New Sports Brand ‘10XU’, Aims To Inspire India To Play More Sports

Legendary cricketer Sachin Tendulkar launched his sports brand, '10XU', on Friday in Mumbai, aiming to transform India’s fitness culture. This marks a new chapter for Tendulkar, encouraging every Indian to adopt an active lifestyle.

"I’m really excited today to have launched our brand Ten X You... This is very important for me, something that I experienced over the years—we have tried to incorporate and add a little more," Tendulkar said at the event.

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Co-founded by Sachin Tendulkar along with Karthik Gurumurthy and Karan Arora, and backed by Peak XV and Whiteboard Capital, Ten X You (10XU) offers footwear, apparel, and a cricket line designed for athletes and anyone who loves to move. 

The brand was launched at Mehboob Studio in Bandra, with Tendulkar’s wife Anjali, daughter Sara, former cricketer Pravin Amre, and BCCI chief selector Ajit Agarkar in attendance.

Tendulkar explained that the brand reflects what he felt was missing during his cricket career. Developed over 18 months with a focus on performance and comfort, the products are affordable—shoes priced between ₹5,000–₹6,000, cricket footwear around ₹9,000, and apparel between ₹1,200–₹1,800.

The goal of 10XU is to encourage every Indian to play sports, not just admire sporting heroes. Tendulkar said, “My wish is to transform our nation from a sports-loving nation to a sports-playing nation,” emphasizing his vision to make fitness a part of every household.

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