Sachin Tendulkar partners with ex-Swiggy executive to launch a sports athleisure brand: Report

Indian former cricketer Sachin Tendulkar is reportedly entering the business world by launching a sports athleisure brand.

Tendulkar is not going solo in this venture. According to an ET report, he is partnering with Karthik Gurumurthy, the former head of Swiggy Instamart, and Karan Arora, another former Swiggy executive, to co-found the brand.

Formation of the new venture

The trio has already taken steps to formalize their business plans. A holding company named SRT10 Athleisure Pvt Ltd has been registered. Along with Tendulkar, the early-stage venture fund Whiteboard Capital played a pivotal role in incubating the startup.

The report said that Tendulkar and Whiteboard Capital are on the board of directors of the newly formed holding company.

Aiming to offer high-quality sportswear

The report said that the brand aims to offer high-quality sportswear at more affordable prices, leveraging local manufacturing capabilities and government policies that support such initiatives.

Products are expected to cater to popular sports in India, including cricket and badminton, making the brand highly relevant to the domestic market.

Raising funds

The startup is in advanced talks to raise capital from a top venture capital fund, the report said.

Unlike many other celebrity-endorsed brands, Tendulkar’s involvement goes beyond merely being the face of the brand. He is actively engaged in product development alongside his co-founders, ensuring that the offerings meet the high standards expected from his name, the report added.