Photo Credit: Mumbai Indians
Cricket legend Sachin Tendulkar is launching a sports athleisure brand in collaboration with former Swiggy executives Karthik Gurumurthy and Karan Arora. The venture, incubated by Whiteboard Capital, operates under the holding company SRT10 Athleisure Pvt Ltd, where Tendulkar and Whiteboard Capital are board members.
The brand aims to rival Nike by offering affordable, locally manufactured products and is actively developing items for sports like cricket and badminton. Tendulkar’s hands-on approach to product development aligns with government policies promoting domestic production.
This venture reflects a growing trend of celebrities starting their own businesses. In India, Virat Kohli has a stake in Universal Sportsbiz Pvt Ltd (USPL), which owns the brand Wrogn, while MS Dhoni and Deepika Padukone have also invested in start-ups, with Padukone running her own beauty brand, 82E.
Tendulkar is also collaborating with Arvind Fashions on the global expansion of the menswear brand True Blue and continues to endorse brands such as Spinny, Boost, and BMW. His move mirrors global trends where celebrities like Jessica Alba, Beyoncé, Jay-Z, and Rihanna have successfully launched their own ventures beyond traditional endorsements.
