Tendulkar-backed Ten X You raises $3.41M seed, eyes Rs 100 Cr ARR and offline push

Bengaluru D2C sportswear brand Ten X You, co-founded by Sachin Tendulkar, secured $3.41M from Surge and Whiteboard Capital. With 100,000 customers and 25% retention, it plans an experience store and international expansion over the next six months, selling via its site and Myntra.

— Source publishedFri, 26 Jun, 2026, 07:30 IST·First seen Fri, 26 Jun, 2026, 07:40 IST·Source YourStory · Capital

What happened

Ten x You · Bengaluru D2C sportswear startup Ten X You, co-founded by Sachin Tendulkar, raised $3.41M seed from Surge and Whiteboard Capital. Targeting Rs 100

Key facts

  • $3.41M seed
  • $3.5M founder investment
  • 50,000 B2C customers
  • 100,000 total customers
  • 25% retention
  • Rs 100 crore ARR target
  • $58B sports apparel market by 2030

Why this matters

Ten X You's Myntra distribution plus planned offline and international expansion makes it a watch-list candidate for incumbent sportswear majors seeking a founder-brand asset with built-in equity from the Tendulkar association.

What to watch

  • Experience store opening announcement and footfall disclosures
  • International market entry (likely GCC or SEA) within 6 months
  • Series A raise size and lead investor identity
  • Retention moving above 30% or stalling below 25%
  • Celebrity co-founder activation cadence on social and IPL windows
  • Track Ten X You SKU mix and pricing vs Decathlon, HRX, and Campus Activewear
  • Monitor Myntra co-branded drops and search share for 'Ten X You'
  • Map experience store location pick (Mumbai/Bengaluru) for catchment overlap with HRX and Puma
  • Benchmark unit economics: repeat rate, AOV, and gross margin against D2C sportswear peers

Also reported by