Sachin Tendulkar pads up to venture out with a new sports brand

Sachin Tendulkar is set for a new innings–off the pitch. The legendary cricketer is becoming an entrepreneur by launching a new sports athleisure brand jointly with former Swiggy Instamart head Karthik Gurumurthy, people aware of the development told ET. Fromer Swiggy executive Karan Arora is also joining as the third cofounder, they said.

A holding company has already been registered for the venture. Early-stage venture fund Whiteboard Capital incubated the startup along with Tendulkar, sources said.