Sachin Tendulkar’s brand, Ten X You (SRT10 Athleisure), is planning to grow internationally. Having become known in India’s D2C fashion and lifestyle market, the business now wants to create a ₹100–150 crore business within two to three years, with a focus on the Middle East and the UK.
Ten X You was co-founded by Sachin Tendulkar, Karthik Gurumurthy, and Karan Arora, and is supported by Peak XV Partners and Whiteboard Capital. It’s one of the more watched celebrity-backed D2C startups in India right now. Karthik Gurumurthy, the CEO and co-founder (previously head of Swiggy Instamart), said that the brand will be strategic in its approach. He mentioned that there’s global interest, especially where Sachin is well-known, but their main goal is to ensure the product and market are a good fit before they try to grow too quickly.
The brand mainly uses a direct-to-consumer model in India, focusing on online sales first before opening physical stores, which is an omnichannel strategy that fits with current D2C market trends. The company plans to use information from its online operations to improve its offline presence, by improving store formats, prices, and product choices.
For Sachin Tendulkar, Ten X You is about more than just business; it’s about encouraging fitness and health through an active lifestyle. As the chief inspiration officer, Tendulkar calls the brand his second innings for India, with the goal of encouraging healthier, more active living. He said that they want to inspire people to move, stay fit, and live better, and that the brand provides him with the chance to continue making a difference for India in a different way.
The athleisure and sportswear market in India is currently worth around $700 million and is expected to reach $2 billion by the end of the decade. This offers big chances for D2C brands in India that can combine new ideas, influencer support, and branding that has a purpose. Ten X You hopes to find its place in this growing market, competing with both local brands like HRX, Cult.Sport, and Performax, and big global brands like Puma, Adidas, and Nike.
Ten X You is a good example of how venture capital-backed D2C brands are combining purpose and performance. With its focus on a data-driven market strategy and a strong brand story, it shows the direction of India’s D2C industry, where brands led by creators and driven by purpose are changing how consumers connect with products.
Ten X You’s growth plan, funding, and expansion plans show how Indian D2C developments are affecting global conversations about new ideas, wellness, and consumer culture.
