Overview

• TEN x YOU debuts under SRT10 Athleisure Pvt. Ltd., co-founded by Sachin Tendulkar, Karthik Gurumurthy, and Karan Arora.
• The lineup spans footwear, apparel, and accessories tailored to Indian feet and conditions, with an extra-spike shoe feature and an 18‑month signature shoe development cycle.
• The rollout begins direct-to-consumer with a planned first physical store within six months and a broader online–offline retail push across India.
• Indicative pricing shared at launch includes shoes at INR 5,000–6,000, cricket-specific shoes around INR 9,000, and apparel at INR 1,200–1,800.
• Backers cited include Peak XV (SurgeXI) and Whiteboard Capital, and management outlines plans to partner with cricket academies, pursue monthly revenue targets in the near term, and explore overseas expansion within 12–18 months.