Master Blaster Sachin Tendulkar is the advanced stages of launching a new athleisure brand with former Swiggy Instamart head Karthik Gurumurthy, as per media reports.
Per the reports, former Swiggy executive Karan Arora will join the duo as the third co-founder.
Tendulkar is already a part of a joint venture for menswear brand True Blue, which was launched in 2016 in partnership with Arvind Fashion Brands Limited.
Early-stage venture fund Whiteboard Capital reportedly incubated the startup along with Tendulkar, who is actively involved in the development of the products, which will include cricket and badminton gear.
The venture reportedly aims to compete with top brands through affordable, locally-manufactured products.
According to the reports, a holding company has already been registered for the venture. Filings show Tendulkar and Whiteboard Capital are currently on the board of directors of the holding firm named SRT10 Athleisure Pvt Ltd.
The startup is reportedly at an advanced stage to raise capital from a top venture capital fund.
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