Sports and athleisure brand Ten x You has achieved an annual revenue run rate (ARR) of approximately Rs. 50 crore (US $5.29 million) within eight months of commencing operations and is aiming to scale its business by 2.5 times by December 2026. The company said the planned growth would be supported by portfolio expansion, channel diversification and rising consumer adoption across product categories.
Founded by Karthik Gurumurthy, Karan Arora and Sachin Tendulkar, and backed by Whiteboard Capital and Peak XV Partners, Ten x You operates across footwear, apparel, cricket, court sports, running, walking and recovery categories.
According to the company, it has served more than 50,000 customers through its direct-to-consumer (D2C) platform, online marketplaces and offline retail channels. The brand reported customer traction growth of over 200% between February and May 2026, while approximately 15% of customers on its D2C platform have made repeat purchases.
Karthik Gurumurthy, co-founder and chief executive officer of Ten x You, stated that the market response to the brand had reinforced the company’s belief that Indian consumers were seeking sportswear products that combined performance, comfort and affordability.
The company said its product development strategy is centred on the requirements of Indian consumers, including wider foot profiles, climatic conditions and everyday comfort. To support this approach, it collaborates with design and manufacturing partners across Germany, Portland, Taiwan and other Asian markets.
As part of its expansion strategy, Ten x You plans to enter the fitness footwear and open footwear segments in the coming months. The company is also targeting a presence across major retail and distribution channels by the third quarter of FY ’27.
Its channel strategy includes leveraging D2C platforms for product launches and brand building, marketplaces for premium product visibility, speciality sports stores for cricket-focused offerings and exclusive brand outlets (EBOs) for enhanced consumer engagement. The company intends to open its first EBO by the end of 2026.
Beyond the domestic market, Ten x You said it has begun serving customers in international markets, including the United States, the United Kingdom and other South Asian countries, as it seeks to expand its global footprint.
