Sachin Tendulkar Ventures into Athleisure Market with Affordable Brand

Legendary cricketer Sachin Tendulkar is stepping into the world of entrepreneurship with a new sports athleisure brand, SRT10 Athleisure Pvt Ltd. Launched in collaboration with former Swiggy executives Karthik Gurumurthy and Karan Arora, the brand aims to offer high-quality athleisure at competitive prices.

New Venture Details

The startup, incubated by early-stage venture fund Whiteboard Capital, is gearing up to challenge top brands like Nike with its affordable offerings. Unlike traditional celebrity endorsement deals, Tendulkar is deeply involved in the product development process, working closely with his co-founders.

Key Objectives:

• Affordable Pricing: The brand focuses on providing high-quality sportswear at lower prices.
• Local Manufacturing: In line with government policies promoting domestic production, the startup emphasizes local manufacturing.
• Product Range: Initial products will cater to sports such as cricket and badminton, capitalizing on Tendulkar’s cricket legacy.

Market Context

The sports goods market in India is experiencing unprecedented growth, driven by rising fitness awareness. Footwear dominates the market, accounting for approximately 60% of sales, followed by apparel at 30%. The demand for sports apparel and accessories is robust, offering a promising landscape for new entrants.

Celebrity Entrepreneurship Trend

Tendulkar’s new venture joins a growing trend of celebrities launching their own brands. In India, cricketer Virat Kohli has stakes in Universal Sportsbiz Pvt Ltd (USPL) and collaborates with Puma on the One8 range. Other celebrities like MS Dhoni, Deepika Padukone, and Katrina Kaif have also ventured into entrepreneurship, establishing their own brands or collaborating with existing ones.

Globally, celebrities including Jessica Alba, Beyoncé, Jay-Z, and Rihanna have successfully launched their own ventures, extending their influence beyond traditional brand endorsements.

Future Plans

The startup is currently in advanced talks to secure funding from a leading venture capital firm. With Tendulkar’s active involvement in product development and a clear vision for affordable, locally manufactured sportswear, the new brand is poised to make a significant impact in the athleisure market.