New Delhi, March 16 -- Legendary cricketer Sachin Tendulkar has been testing products from his new sports athleisure brand, Ten X You, through the International Masters League (IML). In this venture, Tendulkar is blending his cricketing expertise with a hands-on approach to product development, as per the IML press release.

Tendulkar, alongside former Swiggy executives Karthik Gurumurthy and Karan Arora, launched SRT10 Athleisure last year with backing from Peak XV (formerly Sequoia) and Whiteboard Capital. Unlike typical celebrity endorsements, Tendulkar's involvement goes far beyond being a mere face.

Sources close to the project reveal that he has been deeply engaged in shaping the brand's vision and strategy of driving accessibility...