In a strong signal for D2C news India and celebrity-backed D2C startups, Ten X You, the sports and athleisure label co-created by Sachin Tendulkar, has officially launched on Myntra. The debut marks a major distribution milestone for the brand as it expands its direct-to-consumer India footprint by tapping into one of the country’s largest fashion and lifestyle marketplaces.
Ten X You enters Myntra at a time when India’s sportswear and athleisure category is seeing accelerated growth, driven by rising fitness awareness, comfort-first dressing, and the blurring lines between performance wear and daily apparel. The launch brings Ten X You’s complete footwear and apparel portfolio to online shoppers, positioning the brand firmly within the D2C ecosystem India as a play-first, mass-premium sportswear label designed for everyday movement.
Unlike performance brands built primarily for elite athletes, Ten X You has carved out a differentiated positioning. The brand focuses on recreational, aspiring, and fitness-oriented consumers who want sportswear that fits seamlessly into daily routines. This philosophy aligns strongly with evolving D2C consumer behavior India, where shoppers increasingly seek versatility, comfort, and value rather than hyper-specialised gear.
The collection launched on Myntra spans both footwear and apparel, reflecting a holistic approach to active lifestyles. The footwear range includes professional-grade cricket shoes, multi-sport shoes suitable for varied surfaces, recovery footwear for walkers and runners, and casual options designed for everyday use. Drawing directly from Sachin Tendulkar’s two decades of playing experience, the products aim to address common pain points faced by Indian players, including stability, durability, and long-wear comfort. Importantly, Ten X You has designed its footwear to better suit Indian foot anatomy, which is typically wider—an insight often overlooked by global brands.
On the apparel side, Ten X You has launched more than 60 styles, including performance tees, tanks, and running shorts. These products use nylon-based fabrics engineered for breathability, temperature regulation, and sweat-wicking—features increasingly expected by consumers in D2C fashion and lifestyle categories. The apparel is designed to transition effortlessly from workouts to casual wear, supporting the brand’s goal of encouraging everyday participation in sport.
From a platform perspective, Myntra has been steadily strengthening its sports and athleisure portfolio. The company has reported sustained demand across categories such as sports shoes, track pants, jackets, and performance t-shirts, with over 60 percent repeat purchases in the segment over the past six months. This momentum makes Ten X You a timely addition to Myntra’s catalogue and a strong case study in D2C product launches backed by celebrity influence and platform-led scale.
“Ten X You is built to create comfortable, versatile sportswear that fits easily into everyday active lifestyles,” said Karthik Gurumurthy, Co-Founder and CEO of Ten X You. Myntra, he added, offers the right ecosystem to take the brand’s play-first philosophy to millions of consumers across India.
For Sachin Tendulkar, the brand represents more than just a commercial venture. Ten X You aligns with his long-standing vision of encouraging broader participation in sport, especially among non-professional users. His continued involvement in product decisions ensures that comfort, usability, and durability remain central to the brand—key drivers of trust in D2C brands India.
As Indian D2C updates increasingly highlight the rise of celebrity-backed D2C startups, Ten X You’s Myntra launch underscores how strong brand narratives, combined with platform reach and everyday relevance, can unlock scale.
While funding details have not been disclosed, the brand’s expansion through Myntra signals confidence in demand, distribution-led growth, and the long-term potential of India’s athleisure market.
With sportswear becoming an everyday wardrobe staple, Ten X You is well-positioned to ride the next phase of growth in D2C business India, blending aspiration, accessibility, and active living into a brand built for the masses.
