TENXYOU, the Indian sportswear brand founded on Sachin Tendulkar’s idea to inspire everyday athletes, plans to raise funds in the next six to eight months. Its D2C platform has rising demand, with growing interest from cricket communities and early international markets. The brand is becoming a closely watched player in India’s D2C space, showing good progress. TENXYOU focuses on new products, growing its retail presence in India, and targeting global cricket as a starting point.
The company spent around a year developing products designed for Indian body types, weather, and playing conditions, which global sportswear brands rarely do. Data from many foot scans showed that Indian consumers tend to have wider feet than the UK standard. Because of this, TENXYOU makes shoes with wider toe boxes and midsoles for better stability on rough grounds. This science-based, India-first way copies what newer D2C startups are doing, which gives athlete-tested design a key advantage in the Indian D2C market.
In its first few months, TENXYOU has already sent out over 4,000 orders through its D2C channel. This was helped by positive reviews from local cricketers, Ranji players, and Indian U19 and A team athletes. The brand wants to increase this to 10,000–15,000 orders by March–April 2025 as it joins marketplaces and increases its offline locations. This shows how important it is to have an omnichannel presence in India’s direct-to-consumer market.
Footwear is expected to be TENXYOU’s biggest area for growth, helped by the sports footwear market growing 25 percent each year, with the premium segment (above ₹3,000–4,000) growing at nearly 33–35 percent. Indian consumers are more aware of comfort, materials, and sizing because they have access to global products and information from influencers. The brand’s focus on athletes can lead to good D2C revenue growth and strong brand value over time. Unlike many celebrity-backed D2C startups, TENXYOU is focusing on being a pure sportswear brand with cricket as its main category. Its plans include adding recovery trainers, travel slip-ons, barefoot workout footwear, and strength training shoes.
TENXYOU’s international plans make it interesting to investors who are watching D2C funding rounds and brand values. The brand has already made some sales through cricket academies in the US, and there is growing interest from the Middle East and Singapore. Its plan to first use a D2C approach in the Middle East before growing through marketplaces copies global best practices and makes the company one of the fastest-growing D2C brands.
As India’s demand for local performance brands increases, TENXYOU shows a mix of cultural understanding, scientific design, and athlete-focused innovation that makes up the future of D2C fashion and lifestyle in India. With fundraising underway and growth in retail and international markets, the brand is entering a strong growth phase based on innovation and a commitment to improving India’s sporting culture.
