Swiggy Instamart Architect Karthik Gurumurthy Floats Cricket Activewear Brand Ten X You

After months of speculation, Swiggy Instamart architect Karthik Gurumurthy took to LinkedIn to announce the launch of his new venture. Founded in July, Gurumurthy’s new startup Ten X You is an activewear brand which will sell cricket accessories, gear, footwear, apparel and equipment. 

“We want to build a large business in every sport, starting with the largest sport of our country, cricket.  We want to build something very similar to what Nike did in basketball, Li Ning did in badminton – expert in technical sport and build a great performance brand in sports,” Gurumurthy said in his post. 

While Gurumurthy has assumed the position of CEO, the startup is likely to see legendary cricketer Sachin Tendulkar join as its cofounder. According to Ten X You’s LinkedIn page, Tendulkar is also going to be the startup’s CEO. The startup claims to have “married” the cricketer’s years experience in the game with his passion to create high quality products for the game.

The startup counts Peak XV Partners and Whiteboard Capital among its investors. Currently, its website is not live. 

Inc42 has reached out to Gurumurthy for further details on the startup’s operation. The story will be updated based on his responses.

The development comes almost a year after Gurumurthy quit Swiggy to set up his own venture. At the foodtech major, he was helming Swiggy Mall at the time of his departure. During his three and a half year stint with the company, he is also credited to build its quick commerce arm Swiggy Instamart.

After quitting, Gurumurthy was first building an offline retail venture reportedly named Convenio in stealth mode. For this venture, it was reported that he had raised an investment of $3 Mn from Matrix Partners India and a clutch of angel investors. 

Despite securing the fresh capital in January, Gurumurthy pulled the plug on this venture in March. He reportedly returned the capital to investors in June.

Since then, he incorporated SRT10 Athleisure in April. According to the startup’s MCA filings, it counts Tendulkar, Gurumurthy, Whiteboard Capital’s partner Anshu Prasher and ex-Swiggy Instamart vice-president Karan Arora as its directors. It is unclear whether SRT10 is the parent entity of Ten X You.