JAMMU, Nov 21: The Ten x You, the brand co-founded by cricket legend Sachin Tendulkar, Karthik Gurumurthy (Chief Executive Officer) and Karan Arora (Chief Operating Officer), launched its flagship initiative, The Ambassador Program from Jammu in a well attended function, here today.
The Ambassador Program strives to recognise, reward and empower grassroots sportspersons, academies and coaches. By placing their lived experiences at the heart of product innovation and advocacy, the program strives to establish Ten x You as a credible, athlete-anchored, sports brand.
The reward pillar delivers tangible value to coaches, players, and academies through preferential access to products, bespoke gear solutions, and exclusive discounts, directly aligning innovation with on-ground needs.
The products were formally launched by MK Sinha (IPS), ADGP, Police Headquarters J&K amidst honour of 20 such ambassadors, including Surinder Singh Bagal, Rupali Slathia, Vivrant Sharma, Chandeep Singh, Umran Malik, Umar Nazir, Arun Malhotra and Dhruv Mahajan.
Speaking to the gathering, Sinha while applauding the initiative, encouraged athletes, academies and coaches to aim for the highest level of excellence in sports said “One must take a leaf out of Sachin Tendulkar’s life and work hard, with discipline and perseverance. Sports is the greatest teacher, it not only teaches you how to be a good winner, but also a good loser. The spirit of sports is to play within the rules and that can stand in good stead for life.”
Guest of honour, ace Sports administrator, Ranjeet Kalra, expressed gratitude to Bharatratna, Sachin Tendulkar and Ten x You for selecting Jammu for the event. He also thanked them for sponsoring and honouring eminent sports personalities at today’s event and also committing to support fifty more athletes from various games in future.
Unveiling the Jammu chapter of the Ambassador Program, Karthik Gurumurthy, CEO of Ten x You, said, “The Ambassador Program is a cornerstone of our long-term strategy to redefine sports in India and become the biggest cricket brand globally. By empowering grassroots coaches, we are building a credible, performance-driven ecosystem where real insights directly shape product innovation, advocacy, and community engagement. We are excited to be in Jammu and Kashmir and hope to partner with academies, coaches and athletes, to create a robust sports ecosystem.”
Several athletes, coaches and academies from the Union Territory of J&K graced the occasion, including Arjuna Awardee, Krupali Singh and Dr Kuldeep Kumar Gupta.
