Sachin Tendulkar Ventures into Sports Athleisure with New Brand Launch

Cricket legend Sachin Tendulkar is set to embark on a new entrepreneurial journey as he prepares to launch a sports athleisure brand. This latest endeavor marks another significant chapter in Tendulkar’s illustrious career, this time off the cricket field.

According to a report by the Economic Times, Tendulkar has teamed up with former Swiggy Instamart head Karthik Gurumurthy and former Swiggy executive Karan Arora to co-found the brand. The venture is being incubated by Whiteboard Capital, an early-stage venture fund, which has also facilitated the registration of a holding company named SRT10 Athleisure Pvt. Ltd. Tendulkar and Whiteboard Capital are currently listed as board members of the company.

Ambitions to Rival Top Global Brands

The new athleisure brand is expected to rival established global giants like Nike, with an emphasis on affordable pricing and local manufacturing. This aligns with government policies promoting domestic production, and the brand aims to cater to sports like cricket and badminton. This strategic positioning could offer a competitive edge in a market that is increasingly focused on cost-effective, high-quality products.

One source cited in the report mentioned, “They are likely to position it like a rival to top brands like Nike, but at an affordable pricing with local manufacturing at play as well as government policies promoting local manufacturing.”

Expanding Tendulkar’s Business Portfolio

While this venture marks Tendulkar’s entry into the sports athleisure market, he is no stranger to the business world. Tendulkar is already involved in the fashion industry through his menswear brand True Blue, a joint venture with Arvind Fashions. In addition to being the face of True Blue, Tendulkar endorses several high-profile brands, including Spinny, Boost, and BMW.

Despite his longstanding and lucrative history with brand endorsements, Tendulkar’s involvement in this new venture is not merely symbolic. Reports suggest that he is working closely on the product development side, contributing his expertise and vision to ensure the brand’s success.

The Market Landscape

The sports goods market in India is substantial, with shoes accounting for approximately 60% of sales, followed by apparel at 30%. The remaining market share is taken up by accessories. Tendulkar’s brand is expected to capitalize on this demand, particularly in cricket and badminton, which are among the most popular sports in India.

Funding and Future Prospects

The startup is reportedly in advanced stages of securing funding from top venture capital firms, reflecting investor confidence in both the market potential and Tendulkar’s influence. As the brand prepares to launch its products, it will be interesting to see how it positions itself against established players in the competitive sportswear industry.

Sachin Tendulkar’s move into the athleisure sector comes at a time when the demand for quality sportswear is on the rise, and his involvement is likely to generate significant interest and credibility for the brand. With local manufacturing and affordability as key selling points, the brand could resonate well with a broad audience, particularly in India’s rapidly growing market for sports apparel.

As Tendulkar continues to expand his business ventures, his transition from cricketing icon to a successful entrepreneur is set to inspire a new generation of athletes and business leaders alike.

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