Mumbai: Peak XV and Whiteboard Capital-backed SRT10 Athleisure, co-founded by Sachin Tendulkar, Karthik Gurumurthy, and Karan Arora, plans to take its brand Ten X You global after establishing it in India, with a goal of building a ₹100-150 crore business over the next two to three years, a top executive said.
“We are seeing strong interest from the Middle East and the UK, where Sachin Tendulkar’s credibility carries tremendous weight. Several brands have expressed a desire to partner with us, but we’re taking a measured approach, focusing first on getting the product and market fit right before scaling globally,” said Karthik Gurumurthy, CEO and co-founder of Ten X You, who was earlier the head of Swiggy Instamart.
For Sachin Tendulkar, the brand’s mission goes beyond business. As co-founder and chief inspiration officer, he said the goal was to encourage fitness and healthy living across India. “I wanted to continue batting for India in the second innings also. We were thinking in this direction, but to be honest, we did not press the accelerator hard enough to achieve something like this earlier,” he said.
India’s sportswear and athleisure market is estimated at around $700 million and is expected to touch $2 billion by the end of the decade, according to industry estimates.
Ten X You aims to tap into what it calls the sport-ready lifestyle segment, which it sees as a more differentiated play within the broader sportswear and athleisure market.
The company plans to build its presence online first through a direct-to-consumer (D2C) model before opening exclusive retail stores. Data from the online business will guide decisions on formats, pricing, and product mix for its offline expansion.
The brand will compete in India’s expanding athleisure and performance-wear market with homegrown labels such as HRX, Cult.Sport, and Performax, and global majors including Puma, Adidas, and Nike.
