Former Indian cricketer Sachin Tendulkar has launched his new sportswear and athleisure brand, ‘Ten-X-You’, aimed at promoting fitness and healthy living.

Speaking at the launch, Tendulkar said the idea for the brand came from his long-held belief in maintaining good health. “I remember my grandmother telling me that your health is your real wealth,” he said. “Post-COVID, that thought got reinforced. We met like-minded people and said, Why don’t we introduce something like this? That really accelerated the thought process.”

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Recalling his playing days, Tendulkar shared an experience that underlined how much sportswear technology has evolved. “I remember playing a match

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