Sachin Tendulkar is stepping off the cricket field and into the business world with a new venture in sports athleisure. The legendary cricketer is teaming up with Karthik Gurumurthy, former chief of Swiggy Instamart, and Karan Arora, another ex-Swiggy executive, to launch a new sportswear brand.

The startup, backed by a holding company and incubated by early-stage venture fund Whiteboard Capital, is called SRT10 Athleisure Pvt Ltd. Tendulkar and Whiteboard Capital are currently on the board of directors.

The company is poised to secure funding from a notable venture capital fund. Tendulkar is actively involved in developing the products, aiming to position the brand as a competitive alternative to major names like Nike. The brand will focus on affordability and leverage local manufacturing, supported by government policies encouraging domestic production.