Cricket legend Sachin Tendulkar, one of India’s most celebrated sports icons, launched his new athletic and sportswear brand “Ten X You” on Friday, October 10. The grand launch event took place at Mumbai’s Mehboob Studio in Bandra and was attended by Sachin’s wife Anjali Tendulkar, daughter Sara Tendulkar, former Indian cricketer Pravin Amre, and current BCCI chief selector Ajit Agarkar.
The Vision Behind “Ten X You”
Speaking at the event, Sachin Tendulkar shared his inspiration behind the new venture. He said that the mission of “Ten X You” is to transform India from a sports-loving nation into a sports-playing nation. The brand aims to encourage people from all walks of life to embrace sports, fitness, and an active lifestyle — not just as spectators, but as participants.
Tendulkar explained that the brand will offer a wide range of products such as sports shoes, T-shirts, and athletic gear that cater to both professional athletes and everyday fitness enthusiasts. “You don’t have to be a professional sportsperson to be active or to enjoy sports. Everyone can be a part of this journey,” he said.
18 Months of Development and Passion
Revealing more details about the brand’s creation, Sachin said, “We’ve been working on ‘Ten X You’ for the last 18 months, and I’m truly excited to see it come to life.” He emphasized that his personal experiences during his cricketing career played a huge role in shaping the design and development of the products.
“I wanted to fill the gaps that I noticed during my career,” Sachin noted. “When we designed these products, we focused on comfort, performance, and accessibility. We wanted to ensure that anyone — whether they play professionally or just for fun — can find something in ‘Ten X You’ that fits their lifestyle.”
How an Injury Sparked the Idea for “Ten X You”
Interestingly, the idea for Ten X You originated from an injury Sachin suffered in the year 2000. At the time, he had a foot injury that couldn’t be treated with just injections. His doctors advised him to use custom orthotic insoles, which helped him understand the crucial role of proper sports footwear.
That realization became the seed for his future vision — creating sports gear that combines innovation, comfort, and accessibility. “The right shoes and equipment can make a world of difference,” Sachin explained. “It’s not just about playing a sport; it’s about how you feel when you move, run, or train.”
More Than Just a Brand – A Movement
Tendulkar serves as the co-founder and Chief Inspiration Officer of Ten X You. For him, this brand isn’t merely about selling products — it’s about promoting a lifestyle that values health, fitness, and active participation.
“Through Ten X You, I want to inspire people to move, to play, and to experience the joy of physical activity,” he said. “My goal is to see India evolve from being a nation that loves watching sports to one that lives and breathes sports every day.”
The brand name “Ten X You” symbolizes the philosophy of becoming ten times better — a mindset of constant growth, effort, and improvement that Sachin himself has embodied throughout his illustrious cricketing journey.
What to Expect From Ten X You
The brand is set to offer a comprehensive range of athletic apparel, footwear, and accessories designed with high-quality materials and thoughtful engineering. Its products aim to meet the needs of professional athletes as well as casual users who wish to stay active.
According to Sachin, the brand’s design philosophy combines technology, comfort, and style — three elements essential to modern sportswear. Each product reflects the same discipline, passion, and pursuit of excellence that defined his cricketing career.
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A Step Toward a Fitter India
With “Ten X You,” Sachin Tendulkar is once again stepping up to motivate millions — this time not with his bat, but with a brand that encourages India to move, play, and stay fit. His message is clear: sports are not just for athletes; they are for everyone.
As the Ten X You journey begins, Sachin hopes to see more Indians take to the playgrounds, tracks, and gyms — turning his vision of a truly “sports-playing nation” into reality.
