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Sachin Tendulkar pads up to venture out with a new sports brand

Economic Times · 10m

Legendary cricketer Sachin Tendulkar is set to launch a new sports athleisure brand in collaboration with former Swiggy Instamart head Karthik Gurumurthy. The venture is being incubated by early-stage venture fund Whiteboard Capital. The startup, called SRT10 Athleisure Pvt Ltd, aims to position itself as a rival to top brands like Nike but with affordable pricing and a focus on local manufacturing. Tendulkar will be actively involved in product development, with an initial focus on sports such as cricket and badminton. The startup is also in the process of raising capital from a top venture capital fund.