Off the pitch, Sachin Tendulkar is about to embark on a new chapter. According to persons with knowledge of the development, the renowned cricketer is venturing into the business world by partnering with former Swiggy Instamart chief Karthik Gurumurthy to start a new sports athleisure company.
According to them, third cofounder Karan Arora, a former executive at Swiggy, will also be joining. For the endeavour, a holding company has already been registered.
Tendulkar and the startup were both incubated by early-stage venture fund Whiteboard Capital, according to sources. According to filings, Tendulkar and Whiteboard Capital are presently members of SRT10 Athleisure Pvt Ltd’s board of directors.
According to insiders, the business is ready to raise money from a prestigious venture capital fund. Tendulkar is collaborating closely with the other cofounders on the products.
“They are likely to position it like a rival to top brands like Nike, but at an affordable pricing with a local manufacturing at play as well as government policies promoting local manufacturing,” one of the sources said.
