Ten x You’s plan to become India’s Nike: just do it the Chinese way
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Karthik Gurumurthy, the "Chief Inspiration Officer" at Ten x You, takes calls from Sachin Ramesh Tendulkar daily. Tendulkar, the "God of Cricket," serves as the founder and CEO of the sportswear brand, providing guidance on product ideas, tweaks, and colorways. Ten x You, established in 2024, aims to become India's Nike by focusing on cricket-specific performance footwear.
Inspired by Chinese brands Anta and Li-Ning, which challenged Nike's dominance in China, the startup seeks to cater to Indian feet and local surfaces. With a $6.5 million funding round led by Peak XV Partners, Whiteboard Capital, and Tendulkar himself (holding a 54% stake), Ten x You envisions a market gap in India's $6.2 billion athletic footwear industry.
The brand intends to engineer footwear that matches or surpasses Japanese standards, encouraging consumers to embrace homegrown alternatives.
Written by urgent.news from The Ken's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
