Tendulkar-backed Ten X You raises $3.41M to build sportswear for wider Indian feet
Bengaluru D2C startup Ten X You, co-founded by Sachin Tendulkar and ex-Swiggy execs, raised a $3.41M seed from Surge and Whiteboard Capital. With 100,000 customers and 25% retention, it plans an offline experience store and is chasing Rs 100 crore ARR in a $58B market by 2030.
What happened
Ten x You · Bengaluru D2C sportswear startup Ten X You, co-founded by Sachin Tendulkar and ex-Swiggy execs, designs footwear for wider Indian feet. It raised
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
Tendulkar-backed Ten X You's pivot to omnichannel makes it a potential acquisition or partnership target for incumbents like Decathlon, Campus, or Relaxo seeking access to the wide-foot Indian consumer segment.
What to watch
- Campus/Relaxo/Bata launching wide-fit lines within 6 months
- Repeat purchase rate moving past 30% or slipping below 20%
- Offline store CAC vs online CAC after first quarter of operation
- Series A signal from Surge follow-on or external lead at 12-18 months
- Inventory turns on wide-size SKUs vs standard
- Lock exclusive wide-last manufacturing capacity before competitors source it
- Use Tendulkar IP for cricket-shoe SKU to anchor category authority
- Build sizing-data flywheel: capture foot scans in-store, feed D2C recommendation engine
- Tier-2 city pop-ups before flagship store to test offline conversion cheaply