Peak XV and Whiteboard Capital-backed SRT10 Athleisure, co-founded by Sachin Tendulkar, Karthik Gurumurthy, and Karan Arora, is planning to take its brand Ten X You global after consolidating its presence in India. The company aims to build a business worth Rs. 100–150 crore (US $ 11 million – US $ 17 million) over the next two to three years, according to a senior executive.
Karthik Gurumurthy, CEO and Co-founder of Ten X You and former head of Swiggy Instamart, said the brand was witnessing strong interest from the Middle East and the United Kingdom, where Sachin Tendulkar’s credibility holds significant influence. He noted that while several brands had shown interest in partnerships, the company intended to take a measured approach, focusing first on achieving the right product and market fit before expanding globally.
For Sachin Tendulkar, who serves as Co-founder and Chief Inspiration Officer, the brand’s mission extends beyond business. He emphasised that the goal was to promote fitness and healthy living across India, adding that he wanted to continue “batting for India” in his second innings.
India’s sportswear and athleisure market, currently valued at around US $ 700 million, is projected to reach US $ 2 billion by 2030, according to industry estimates. Ten X You aims to carve a niche in what it describes as the sport-ready lifestyle segment — a differentiated play within the broader sportswear and athleisure space.
The company plans to begin with a direct-to-consumer (D2C) model, gathering data to inform its offline expansion strategy, including store formats, pricing, and product mix. In doing so, Ten X You will compete with both homegrown labels such as HRX, Cult.Sport, and Performax, and global majors including Puma, Adidas, and Nike.
