Mumbai: Cricket legend Sachin Tendulkar, renowned worldwide for his record-breaking achievements, has stepped into the sports brand industry with the launch of his new brand, ‘Ten Xu’, unveiled in a grand event in Mumbai on Friday.
Tendulkar revealed that the brand took 18 months to develop, driven by his vision to transform India from a nation of sports lovers to a nation of active sports participants. “The idea behind Ten Xu is to inspire the youth to play and enjoy sports,” he said, highlighting that the products are designed for all sports enthusiasts.
Drawing on his cricketing experience, Tendulkar introduced a range of sports shoes and T-shirts tailored for various sports. “During my early career, facilities were limited. We made the most of what was available, driven by passion and love for the game,” he reflected during a conversation with sports anchor Gaurav Kapoor.
Co-founder and CEO Kartik Gurumurthi added that Ten Xu products are designed considering Indian physiology, climate, and sporting needs. “We aimed to create footwear and apparel suitable for all Indians, regardless of age or gender, tested in real conditions for comfort, durability, and style,” he said.
The Ten Xu range includes sports shoes for amateur, semi-professional, and professional athletes, alongside trainers and lifestyle apparel for daily wear—marking Tendulkar’s successful entry into the sports business arena.
