Excelsior Sports Correspondent
JAMMU, Nov 21: Ten x You, the sports and athleisure brand co-founded by cricket legend Sachin Tendulkar, CEO Karthik Gurumurthy and COO Karan Arora, launched the Jammu edition of its flagship initiative, The Ambassador Program, today. The program aims to recognise, reward and empower grassroots athletes, academies and coaches, making them central to product innovation and development.
Speaking at the launch, Karthik Gurumurthy, CEO of Ten x You, highlighted the long-term vision behind the initiative. “The Ten x you Ambassador Program is a cornerstone of our long-term strategy to redefine sports in India and become the biggest cricket brand globally,” he said.
“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 & Kashmir and hope to partner with academies, coaches and athletes to create a robust sports ecosystem.”
Chief Guest M.K. Sinha, ADGP, Police Headquarters J&K, applauded the effort, urging the youth to embrace discipline and hard work. “One must take a leaf out of Sachin Tendulkar’s life and work hard, with discipline and perseverance,” he said. He added, “Sports is the greatest teacher. It teaches you how to be a good winner, but also a good loser. Playing within the rules prepares one for life.”
Guest of Honour and ace sports administrator Ranjeet Kalra expressed deep appreciation for the initiative. “I express my gratitude to Bharat Ratna Sachin Tendulkar and Ten x You for selecting Jammu for this meaningful program,” he said. “We thank them for honouring eminent sports personalities today and for committing support to fifty more athletes across different sports in the future.”
The event was attended by numerous athletes, coaches and academies, including Arjuna Awardee Krupali Singh. Ten x You honoured and sponsored 20 distinguished sports personalities during the ceremony and announced sponsorship for 50 additional athletes soon.
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