Cricket legend Sachin Tendulkar is set to embark on a new journey off the pitch, as he ventures into the world of entrepreneurship with the launch of a sports athleisure brand. Joining him in this venture are former Swiggy Instamart head Karthik Gurumurthy and former Swiggy executive Karan Arora, according to sources close to the development.
The new startup, named SRT10 Athleisure Pvt Ltd, is already registered, with Tendulkar and early-stage venture fund Whiteboard Capital on the board of directors. Whiteboard Capital played a significant role in incubating the startup alongside Tendulkar, sources confirmed.
“The startup is at an advanced stage to raise capital from a top venture capital fund,” said a person familiar with the matter.
Tendulkar’s involvement in the venture goes beyond being the brand’s public face. “This is not a typical endorsement deal where a celebrity gets a stake in exchange for promoting the brand. Tendulkar is actively working on the products along with the other co-founders,” the source added.
The brand is expected to compete with top global sportswear giants like Nike, but at a more affordable price point, leveraging local manufacturing and government policies promoting local production. “They will soon launch products in sports like cricket and badminton,” said another insider.
Karthik Gurumurthy, who declined to comment on the venture, brings valuable experience from his tenure at Swiggy Instamart. Along with Tendulkar and Arora, he is expected to play a key role in positioning the brand in the competitive market.
With the sports goods and fitness industry in India booming, there is a significant opportunity for new players. The market is dominated by shoes, which account for about 60% of sales, followed by apparel with 30%, and the rest in accessories.
“Gym and training products as a concept are widely accepted now,” a source said. “These products are very expensive. Of course, there has to be a premium, but it need not be too thin a target audience based on price.”
The venture reflects a growing trend of celebrities moving beyond endorsements and taking on active roles in businesses. Tendulkar already co-owns the menswear brand True Blue with Arvind Fashions and endorses several other brands, including Spinny, Boost, and BMW.
In India, other celebrities like Virat Kohli, MS Dhoni, and Deepika Padukone have also ventured into business. Globally, stars like Jessica Alba, Beyonce, Jay-Z, and Rihanna have launched successful ventures, some even reaching billion-dollar valuations.