Sachin Tendulkar’s sports and athleisure venture, Ten X You, has made its formal entry into India’s mainstream online retail ecosystem with a launch on Myntra, marking a significant step in the brand’s national expansion. The move brings the former cricketer’s vision of encouraging everyday physical activity closer to a wider base of Indian consumers through one of the country’s largest fashion-led e-commerce platforms.
Positioned as a brand for recreational players and fitness-first beginners, Ten X You is built around accessibility rather than elite performance alone. The label targets consumers who want sports and movement to blend naturally into daily routines, whether through structured play, casual workouts or comfort-focused everyday wear.
The debut range on Myntra is sizeable, featuring more than 90 products across footwear and apparel. Footwear forms a core part of the offering, with options spanning cricket-specific shoes, multi-sport designs suited for indoor and outdoor courts, walking and running recovery footwear, and casual silhouettes intended for daily use. A key focus during development was adapting designs to Indian foot anatomy, which is generally wider than global averages, to improve fit, stability and long-term comfort.
On the apparel side, the collection includes performance t-shirts, vests and shorts made using premium nylon-based fabrics. These are engineered for breathability, sweat management and ease of movement, while also being styled for wear beyond sporting environments. The aim is to bridge the gap between functional sportswear and relaxed lifestyle clothing.
Ten X You’s design philosophy draws on Tendulkar’s decades-long exposure to professional sport, combined with insights from athletes across disciplines and everyday users. According to the company, the emphasis is on durability, comfort and versatility rather than trend-driven fashion.
The launch also aligns with broader shifts in consumer behaviour. Activewear and athleisure continue to be among the fastest-growing lifestyle categories in India, driven by rising fitness awareness, hybrid work culture and a preference for comfort-led dressing. Myntra has reported strong repeat buying in its sportswear segment, highlighting sustained demand.
With its marketplace debut, Ten X You is now positioned to scale reach across metros and smaller cities alike, tapping into India’s growing appetite for accessible, play-focused sportswear.
