Sachin Tendulkar’s Ten X You entered India’s mainstream e-commerce landscape on Wednesday with its official launch on Myntra, bringing the cricket legend’s vision of a more active, play-driven nation closer to everyday consumers.
The sports and athleisure brand marks its first large-scale marketplace presence with the debut, positioning itself as a “play-first” label designed not only for performance but for ordinary Indians seeking a more active lifestyle.
Ten X You focuses on recreational players, fitness newcomers and aspirational consumers who want sport to feel accessible, enjoyable and integrated into daily life.
The debut collection on Myntra is expansive, featuring over 30 footwear styles and more than 60 apparel designs. The range spans professional cricket shoes, multi-sport footwear suitable for various turfs and courts, recovery shoes for running and walking, and casual everyday silhouettes.
Product development draws deeply from Tendulkar’s 25 years of experience at the highest level of cricket, along with close observation of athletes across disciplines. A significant design emphasis has been placed on the Indian foot structure, typically wider than the global average, resulting in footwear engineered for improved stability, comfort and long-term wear.
The apparel line also features performance t-shirts, tanks and running shorts made from premium nylon fabrics, incorporating sweat-wicking, breathability and temperature regulation, while maintaining the flexibility to transition seamlessly from play to everyday wear.
“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.
“The launch of our collection on Myntra, a platform that truly understands the pulse of India’s fashion, helps our fans hit their own style centuries every single day. Its long-standing role in enabling active, healthy lifestyles makes it the ideal partner to take this idea of joyful play to millions,” he added.
Meanwhile, Sachin Takkar, Vice President of Category Management at Myntra, said that sportswear has evolved into a core part of everyday dressing, driven by growing demand for comfort and versatility.
“Sportswear today goes far beyond the field; it has become a key part of everyday dressing. With sustained momentum and repeat engagement across our sports categories, Ten X You is a timely and compelling addition to Myntra’s sports portfolio. The brand’s focus on comfort, inclusivity and community-led play resonates strongly with evolving consumer preferences.”
Over the past six months, more than 60% of customers on the platform have made repeat purchases in the sports category, underscoring the sustained appetite for activewear.
Industry trends mirror this shift.
India’s activewear and athleisure market is among the country’s fastest-growing lifestyle segments, pushed by rising fitness awareness, increasingly relaxed dress codes and consumer preference for comfort-led clothing.
