Reference to Business Standard. The renowned Indian cricketer Sachin Tendulkar has entered the sportswear and athleisure industry with his own TEN x YOU.
This brand is available in Bengaluru. combination of cricket specific shoes, enable every one to acess and enjoy.
The company co-founded by Tendulkar along with Kathrik Gurumurthy , Karan Arora with the support of Peak XV and Whiteboard Capital.
Brand Philosophy
Sport as a Way of Life. As the Chief Inspiration Officer, Tendulkar points out that sports has given him discipline, happiness and purpose. He is trying to use TEN x YOU to encourage Indians to lead an active lifestyle. “The brand combines performance and comfort, delivering products designed to meet real needs, guided by Tendulkar’s vast experience.
The main idea is to motivate individuals of every age to continue playing and re-experience the fun of motion.
Product Range and Pricing
TEN x YOU first targets cricket, offering footwear designed for cricketers, along with lifestyle shoes and apparel.. Footwear prices are between 5,000 and 6,000 and cricket-specific footwear will cost an average of 9,000.
T-shirts and training wear cost between 1,200 and 1,800 .Its products are a combination of high-tech stability and comfort with products designed specifically to suit Indian athletes with their wider feet and specific climatic conditions.
Business Model and Expansion Plan.
The brand started by providing a direct-to-consumer (D2C) sales strategy using its site and hopes to establish its first physical store in half a year. TEN x YOU is also collaborating with the cricket academies across the country to reach the young players. Although the brand is oriented on the elements of cricket and lifestyle now, in the long run, it is planning to spread to other sports as pickleball and training wear.
It is also intended to expand internationally in the next 12-18 months, addressing such markets as West Asia and the United Kingdom. Before going global, the firm will first ensure that it has built a strong product-market fit in India, which will capitalize on the increasing athleisure demand.
Market Situation and Vision of Tendulkar.
“India’s sportswear and athlete-wear market is booming and could hit USD 2 billion by the decade’s end.
TEN x YOU will first strengthen its presence in India.
then expand globally in 12–18 months, targeting West Asia and the UK to meet growing athleisure demand.”
Ten x brand entry is dedication to tendulkar. but sells products in the athleisure category ,
that are more focused on performance and comfort to the Indian consumers.
TEN x YOU is his campaign to make everyone active and playful at any age, making a permanent mark in the already booming sportswear industry in India.
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