Cricket legend Sachin Tendulkar is venturing into entrepreneurship with the launch of a sports athleisure brand, partnering with former Swiggy executives Karthik Gurumurthy and Karan Arora. The startup, SRT10 Athleisure Pvt Ltd, is incubated by Whiteboard Capital and aims to pose competition to major brands like Nike by offering affordable products manufactured locally, in line with Indian government policies. Tendulkar will play an active role in product development, setting this venture apart from traditional celebrity endorsements. The brand plans to introduce sports products, particularly in cricket and badminton, as the demand for sports goods continues to rise in India. This move aligns with a broader trend of Indian celebrities launching their own businesses, with Tendulkar joining other cricketers like Virat Kohli in this entrepreneurial space. The startup is currently in advanced stages of securing funding from prominent venture capitalists.