Sachin Tendulkar has launched his new sportswear brand 10XU

Cricket legend Sachin Tendulkar launched 10XU, a sportswear and athleisure brand founded with Karthik Gurumurthy and Karan Arora, backed by Peak XV and Whiteboard Capital. The Bengaluru-based brand offers apparel and footwear, including cricket-specific shoes at ₹9,000 and everyday ranges at ₹5,000–6,000. 10XU aims to democratize high-performance gear, encourage active lifestyles, and transform India into a sports-playing nation, with international expansion planned.