TENxYOU, the sportswear brand shaped by Sachin Tendulkar’s long-standing call for a more active India, is preparing for its next phase of growth with a fresh fundraise planned within the next six to eight months. Chief executive and co-founder Karthik Gurumurthy said the company is gearing up for a wider retail footprint in India while setting the groundwork for international markets that show rising interest in cricket-focused products.
Over the past year, the team spent nearly 12 to 15 months building an India-first product line that responds to local body types, weather conditions and playing habits. One of the biggest insights came from a research pool of about one lakh foot scans. The study found that Indian consumers tend to have broader feet than what standard UK sizing captures. The brand has responded by engineering footwear with a wider toe box and supportive midsoles designed to hold up on uneven amateur surfaces that many players train on.
The early response has been encouraging. TENxYOU has already crossed more than four thousand direct-to-consumer orders, supported by strong feedback from athletes across the system. Grassroots cricketers and domestic league players, along with India Under-19 and A squad members, have tested the products and contributed to iterative improvements. The company expects orders to reach ten to fifteen thousand by March or April 2025 as it enters more marketplaces and begins to build its offline presence.
Footwear is set to become the centre of the company’s growth plans. Sports footwear in India is currently expanding at about 25 percent each year, while the premium bracket above three to four thousand rupees is outpacing the market with growth of nearly 33 to 35 percent. Gurumurthy believes Indian shoppers now evaluate fit, materials and comfort with far greater precision due to deeper exposure to global brands.
Cricket will remain the anchor category as TENxYOU widens its product portfolio. New lines in recovery trainers, travel slip-ons, strength-training shoes and barefoot workout models are in development. The company has also begun its overseas push through cricket academies in the United States, where initial orders have already come in. Interest from the Middle East and Singapore is building, with a digital-first entry planned for the Middle East before the brand moves to marketplace partnerships.
