Sachin Tendulkar’s Ten x You debuts on Myntra with its e-commerce launch

Myntra has announced the e-commerce debut of Ten x You, the sports and athleisure brand co-created by cricket legend Sachin Tendulkar. Making its marketplace entry, Ten x You positions itself as a play-first sportswear brand, designed to make sport more enjoyable, accessible, and inviting for everyday Indians.

Built on the philosophy of “shifting India from a sports-loving nation to a sports-playing one”, Ten x You caters to recreational, aspiring, and fit-curious consumers who want to stay active, move more often, and reconnect with sport naturally. The brand features a range of professional cricket batsmen shoes and plans to expand its portfolio with technically advanced products across various sports. With comfort and community at its core, Ten x You targets everyday players while delivering performance-driven sportswear.

The Myntra launch spans a wide range of footwear and apparel, emphasizing comfort-led performance and everyday versatility. The footwear collection includes cricket shoes, multi-sport shoes suitable for all surfaces, recovery shoes for running and walking, and casual footwear. Sachin Tendulkar’s 25 years of sporting experience and insights across cricket and other sports have heavily influenced the design and functionality of the products.

Commenting on the launch, Karthik Gurumurthy, Co-Founder and CEO of Ten x You, said: "Ten x You is built to create comfortable, versatile sportswear that seamlessly fits into everyday active lifestyles. Designed for both professional and casual play, training, and daily movement, the launch on Myntra—a platform that truly understands India’s fashion pulse—allows our fans to hit their own style centuries every day. Myntra’s long-standing role in promoting active, healthy lifestyles makes it the ideal partner to bring this idea of joyful play to millions."

Speaking on the association, Sachin Takkar, Vice President - Category Management, Myntra, added: "Sportswear today extends far beyond the field; it is a key part of everyday dressing. With consistent momentum and repeat engagement across our sports categories, Ten x You is a timely and compelling addition to Myntra’s portfolio. Its focus on comfort, inclusivity, and community-led play strongly aligns with evolving consumer preferences."

Industry reports highlight that India’s activewear and athleisure segment is among the fastest-growing lifestyle categories, driven by rising fitness awareness, casualisation of dress codes, and increasing demand for comfort-led clothing. Ten x You is a step toward realizing Sachin Tendulkar’s vision of a fitter India, with his hands-on role in shaping the brand ensuring every product delivers comfort, confidence, durability, and everyday appeal.