Sachin Tendulkar’s Ten X You Expands as OpenAI Appoints New India Chief

Two Big Developments Highlight India’s Evolving Startup Ecosystem

India’s startup ecosystem witnessed two significant developments this week. Bengaluru-based sportswear startup Ten X You, co-founded by cricket legend Sachin Tendulkar, is expanding its ambitions in India’s fast-growing sports and athleisure market. At the same time, OpenAI has appointed former Uber executive Prabhjeet Singh as its India Managing Director, underlining the country’s growing importance in the global artificial intelligence landscape.

Together, these developments showcase how India’s startup ecosystem is evolving across consumer brands, sports entrepreneurship, and artificial intelligence.

Inside Sachin Tendulkar’s Sportswear Bet

Ten X You, a Bengaluru-based sportswear startup, was founded in 2024 by former Swiggy executives Karthik Gurumurthy and Karan Arora, with cricket icon Sachin Tendulkar joining as co-founder and Chief Inspiration Officer. The startup focuses on designing sports footwear and apparel specifically for Indian consumers.

Unlike many global sports brands that largely cater to Western consumers, Ten X You is building products tailored for Indian users, particularly by addressing the wider foot structure commonly found among Indian consumers. The company primarily targets recreational athletes and individuals looking to adopt more active lifestyles.

Backed by recent seed funding of $3.41 million, the startup plans to expand its offline retail presence while also exploring international markets.

Why India’s Sportswear Market Is Attracting Startups

India’s sports and fitness industry has witnessed significant growth over the past decade. Rising health awareness, increasing participation in recreational sports, and growing disposable incomes are creating opportunities for new-age consumer brands.

Startups such as Ten X You are attempting to build products designed specifically for Indian consumers rather than adapting global offerings. This localized approach could provide startups with a competitive advantage in a highly crowded market.

The development also highlights a broader trend where celebrated athletes are increasingly becoming entrepreneurs and startup founders, leveraging their personal brands to build consumer businesses.

OpenAI Appoints Prabhjeet Singh to Lead India Operations

In another significant development, OpenAI has appointed former Uber executive Prabhjeet Singh as Managing Director for India. Singh spent nearly 11 years at Uber, where he led mobility operations across India, Sri Lanka, and Bangladesh.

As India emerges as one of the world’s fastest-growing AI markets, OpenAI’s leadership appointment signals the company’s long-term commitment to expanding its presence in the country. The company established its first office in New Delhi in late 2025 and has since expanded engagement with developers, enterprises, and policymakers.

Why India Has Become a Strategic AI Market

India’s large internet user base, rapidly expanding developer community, and growing enterprise adoption of AI have made the country strategically important for global AI companies.

Competition among leading AI firms is intensifying as companies seek to establish partnerships, attract developer talent, and expand enterprise adoption. OpenAI’s decision to strengthen its local leadership reflects the increasing significance of India in the global AI race.

What This Means for India’s Startup Ecosystem

These two developments, though from different sectors, point toward a common trend: India continues to emerge as a major innovation and business destination.

On one hand, consumer-focused startups are building products uniquely suited to Indian consumers. On the other, global technology companies are increasing investments and leadership focus on the Indian market.

This combination is strengthening India’s position as one of the world’s most dynamic startup ecosystems.

Key Lessons for Entrepreneurs

The growth of Ten X You demonstrates the importance of identifying local market gaps and building products around specific consumer needs. Entrepreneurs can create meaningful differentiation by focusing on underserved customer segments.

OpenAI’s India expansion, meanwhile, highlights the value of building within high-growth sectors such as artificial intelligence. Founders operating in emerging technologies can benefit from increasing investor interest and market demand.

The Road Ahead

India’s startup ecosystem is expected to witness continued momentum across both consumer and technology sectors. Whether through locally built consumer brands or globally relevant AI innovation, entrepreneurs have multiple avenues for growth.

For founders, investors, and industry leaders, these developments reaffirm that India’s next wave of startup success stories could emerge from both traditional consumer categories and cutting-edge technologies.