Karthik Gurumurthy, the former architect of Swiggy Instamart, has unveiled his new venture, Ten X You, an activewear brand he founded in July. He made the announcement on LinkedIn, marking his entry into the sports and fitness industry.
Ten X You offers cricket accessories, footwear, apparel
Through this platform, Gurumurthy aims to provide a range of products, including cricket accessories, equipment, footwear, and apparel.
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“We want to build a large business in every sport, starting with the largest sport of our country, cricket. We want to build something very similar to what Nike did in basketball, Li Ning did in badminton – expert in technical sport and build a great performance brand in sports,” Gurumurthy wrote in the post.
As Gurumurthy has taken on the role of CEO at his new startup, Ten X You. It’s expected that cricket legend Sachin Tendulkar will join as cofounder and also serve as the CEO. According to the startup’s LinkedIn page, they’ve combined Tendulkar’s years of cricket experience with his passion to create high-quality products for the sport.
Peak XV Partners and Whiteboard Capital backs Ten X You
Meanwhile, the startup is backed by investors like Peak XV Partners and Whiteboard Capital. Its website isn’t live yet. This comes nearly a year after Gurumurthy left Swiggy to start his own venture. At Swiggy, he was in charge of Swiggy Mall and played a key role in creating Swiggy Instamart during his three and a half years there.
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After quitting, he initially worked on an offline retail venture called Convenio in secret. He reportedly raised $3 million from Matrix Partners India and several angel investors for this project. However, despite getting the funds in January, he decided to end the venture in March and returned the money to investors in June.
Furthermore, he has also launched SRT10 Athleisure in April, with Sachin Tendulkar among its directors, along with Anshu Prasher of Whiteboard Capital and Karan Arora, former vice-president of Swiggy Instamart. However, it remains unclear if SRT10 Athleisure serves as the parent entity of Ten X You, Gurumurthy’s activewear brand.
