Sachin Tendulkar Intends to Launch a New Athleisure Brand while Maintaining a Budget-friendly Price Point

The renowned cricket player Sachin Tendulkar is about to start a new business endeavor. Tendulkar is establishing a sports athleisure business with Karthik Gurumurthy and Karan Arora, two former Swiggy executives.

The business, which Tendulkar and early-stage venture fund Whiteboard Capital fostered, has already formed a holding company under the name SRT10 Athleisure Pvt Ltd, according to the report.

Tendulkar and Whiteboard Capital are presently on the board of directors of the holding company, as per documents cited by the financial daily. The business is in early discussions with a top venture capital fund to obtain money. Tendulkar actively participates in product creation with his co-founders, in contrast to conventional celebrity brand endorsement arrangements.

According to sources, the brand wants to take on well-known companies like Nike by offering competitive prices and emphasizing local manufacture in line with laws that support homegrown industry. In the near future, the business intends to provide goods in sports like badminton and cricket.

Gurumurthy declined to comment on Tendulkar's new enterprise.

The nation's desire for sporting products and fitness knowledge is at an all-time high right now. About 60% of sales in the sports goods sector are driven by shoes, which are followed by clothing at 30% and accessories at the remaining percentage. Tendulkar's participation in this new enterprise continues the rising trend of celebrities starting their own companies, some of which have gone on to be sold for large sums of money.

Cricket player Virat Kohli is a shareholder in Universal Sportsbiz Pvt Ltd (USPL), the company that manages the Wrogn brand in India. USPL and Puma have partnered to create the One8 product line.

Other celebrities who have made startup investments include MS Dhoni and Deepika Padukone. Padukone is the owner of her own skincare and beauty business, 82E, while Katrina Kaif is partnered with Nykaa to create the Nykaa KK beauty brand.

Around the world, well-known people like Jessica Alba, Beyoncé, Jay-Z, and Rihanna have not only become brand ambassadors but have built profitable businesses or product lines.