Sachin Tendulkar-owned brand Ten X You launches e-commerce operations on Myntra
16 January 2025, Mumbai
The Indian athleisure landscape witnessed a significant shift this January 16, 2026, as Ten X You, the performance-wear brand co-founded by cricket icon Sachin Tendulkar, officially launched its e-commerce operations on Myntra. This strategic marketplace debut marks the brand's transition from an experiential launch to a high-scale retail offensive. Positioning itself with a ‘play-first’ ethos, the label aims to convert India from a sports-loving nation into a sports-playing one, specifically targeting a burgeoning demographic of recreational and fit-curious consumers.
Engineering for the Indian physique
A primary differentiator in Ten X You’s commercial strategy is its focus on regional ergonomics. Unlike global counterparts that often adapt Western blueprints, the brand’s initial portfolio of 30 footwear styles and 60 apparel designs is engineered specifically for the Indian foot structure, which is typically wider. ‘Centimeters make the difference between winning and losing; we have applied 18 months of R&D to ensure stability on local turfs, noted Tendulkar during the rollout. The collection includes specialized professional cricket spikes alongside recovery shoes and premium nylon apparel featuring moisture-wicking and thermal-regulation technologies.
Capitalizing on athleisure tailwinds
The partnership with Myntra comes as India’s sports apparel market is projected to cross the $1 billion valuation mark in 2026, growing at a robust CAGR of 16.2 per cent. Digital platforms remain the fastest-growing segment, with Myntra reporting that 60 per cent of its sports category customers have made repeat purchases in the last six months. By leveraging this sustained appetite for activewear, Ten X You is positioned to disrupt the mid-to-premium segment, filling a void between high-cost international labels and entry-level domestic brands. The company plans to scale its operations to international markets, including the UK and West Asia, within the next 18 months.
Operational stewardship: Ten X You market position
A ‘play-first’ athleisure brand co-founded by Sachin Tendulkar, Karthik Gurumurthy, and Karan Arora, backed by Peak XV. The brand deals in high-performance cricket footwear, multi-sport shoes, and breathable apparel. It aims to generate Rs 100–150 crore in revenue within three years, supported by a strong digital-first D2C strategy and strategic marketplace partnerships.
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