In a move that combines sports prowess with entrepreneurial spirit, Indian cricketer Sachin Tendulkar has teamed up with Karthik Gurumurthy, former head of Swiggy Instamart, and Karan Arora, ex-Swiggy executive, to launch a new sports athleisure brand. The venture, spearheaded by SRT10 Athleisure Pvt Ltd, marks Tendulkar’s significant foray into the business world beyond his famed cricket career.
According to a report by Economic Times (ET), SRT10 Athleisure Pvt Ltd, the holding company for this new venture, has already been established. Tendulkar and Whiteboard Capital, an early-stage venture fund, are playing pivotal roles in incubating the startup. The filings reveal that both Tendulkar and Whiteboard Capital are on the board of directors of the new company.
Sources close to the development indicate that the startup is in advanced negotiations to secure funding from a leading venture capital firm, which could provide a substantial boost to the brand’s launch. While Tendulkar’s endorsement commands a premium in the market, his involvement in SRT10 Athleisure is more than just a typical endorsement deal. Tendulkar is reportedly actively involved in shaping the brand’s direction and strategy.
SRT10 Athleisure is poised to position itself as a competitor to global sportswear giants such as Nike, but with a key differentiator – affordability. The brand intends to leverage local manufacturing capabilities and government policies aimed at promoting domestic production to offer competitive pricing. Initial product lines will focus on sports such as cricket and badminton, catering to the needs of athletes and fitness enthusiasts.
This venture follows Tendulkar’s other business endeavors, including a joint venture with Arvind Fashions for the menswear brand True Blue, which aims to go global. Apart from True Blue, Tendulkar is also a brand ambassador for Spinny, Boost, and BMW, showcasing his continued influence in various sectors.
The trend of celebrities venturing into the startup space is gaining momentum in India. Actress Alia Bhatt made headlines with her direct-to-consumer (D2C) kidswear brand Ed-a-Mamma in 2020, while Deepika Padukone co-founded the personal care brand 82°E with Jigar Shah in 2021. Indian cricketer Deepak Chahar also entered the entrepreneurial arena with his fantasy gaming platform, Trade Fantasy Game (TFG), in February 2023.
As Sachin Tendulkar embarks on this new business journey, SRT10 Athleisure Pvt Ltd is set to add a fresh dimension to the athleisure market, driven by a blend of sporting excellence and innovative business strategies.
