Why Sachin Tendulkar Invested in Sportswear designed for Indian feet
Most Indians have spent years forcing their feet into shoes designed for someone else’s body. Sports footwear sold in the country largely follows European and American sizing standards, even though research shows Indian feet are typically wider relative to their length. The mismatch often leads to discomfort, poor performance and, in some cases, injury.
For Bengaluru-based sportswear startup Ten X You, that gap became the foundation of a business. Founded in 2024 by former Swiggy colleagues Karthik Gurumurthy and Karan Arora, the direct-to-consumer brand is developing sports footwear and apparel specifically for Indian consumers. Cricket legend Sachin Tendulkar joined as co-founder and Chief Inspiration Officer, lending both credibility and a clear mission: to help more Indians move from watching sport to playing it.
Gurumurthy serves as CEO and Arora as COO. The company operates from Bengaluru with a clear focus on everyday athletes rather than elite professionals.
Built for the Recreational Player
The idea took shape while Gurumurthy was still at Swiggy. A long-time sports enthusiast, he noticed that much of the sportswear industry prioritised professional athletes while largely ignoring the far larger group of recreational players.
“Many sportswear brands typically focus on offering for professionals,” he says. “Look at cricket. There’s so much stress on spike cricket shoes but 99% of India’s cricket facilities don’t even allow you to wear spikes. We were very clear that we wanted to build a brand for novices and dilettantes.”
The founders sought a partner who could bring deep insight into Indian sport and genuine credibility. Tendulkar’s involvement fulfilled that need. Ten X You now serves a broad audience: weekend cricketers, casual runners, walkers and anyone looking for comfortable, well-fitting sports footwear for regular activity.
Designing Around Indian Foot Shape
Fit became a central priority early on. A 2024 study found that Indian feet tend to be wider relative to their length than European or American feet, with average width-to-length ratios of about 65% for men and 60% for women. Most global brands continue to rely on sizing systems that do not fully account for these differences.
Ten X You set out to close that gap. “It took about nine months to get the product right,” Gurumurthy says. “We worked with designers from Poland and Germany, and with factories across Vietnam. Sachin obsessed over perfecting them, and after about five iterations, we got what we were looking for.”
The company drew inspiration from international players such as ASICS, which have introduced wider-fit options in certain markets. Its current range includes cricket shoes, running shoes, walking shoes and recovery trainers aimed at casual runners covering shorter distances. Products are sold primarily through the company’s website and are also available on platforms such as Myntra.
Growing Through Grassroots Participation
While Tendulkar’s association brings visibility, the brand’s strategy centres on broad, accessible participation rather than elite competition. “We consciously avoid hardcore events like ultra marathons.
Ten X You sponsors the Bengaluru 10K and regularly appears at major running events across the country. Over the past six months, it has had a presence at the TCS World 10K and the Cognizant run in Delhi. Rather than operating independently, the startup partners with event organisers such as Procam and NEB to reach participants directly. These activations have become an important customer-acquisition channel.
The company reports nearly 50,000 B2C customers so far. Including B2B and event-driven acquisitions, the total reaches close to 100,000. Among its B2C base, retention stands at about 25%.
Market Opportunity and Next Steps
India’s sports ecosystem is projected to reach $130 billion by 2030, according to a Google-Deloitte report, with sports goods and apparel alone expected to touch $58 billion. Gurumurthy sees the market as still early-stage, with room for specialised brands across running, gym wear, football and other categories.
The founders initially invested around $3.5 million. More recently, Ten X, You raised $3.41 million in a seed round led by Peak XV’s Surge and Whiteboard Capital. The next phase includes offline retail and international expansion.
By prioritising fit for Indian feet, focusing on recreational athletes, and building grassroots partnerships, Ten X You is attempting to create sportswear that feels designed for the people who actually wear it. With Sachin Tendulkar’s involvement and a clear product thesis, the Bengaluru startup is positioning itself at the intersection of comfort, accessibility and a growing national interest in active lifestyles.