JAMMU: Ten x You — the sports brand co-founded by cricket legend Sachin Tendulkar, Karthik Gurumurthy (CEO), and Karan Arora (COO) — launched the Jammu edition of its flagship initiative, The Ambassador Program, in a bid to identify, recognise and empower grassroots sports talent across Jammu & Kashmir.
The Ambassador Program is built on three core pillars — Recognise, Reward and Empower — and aims to bring coaches, academies and athletes to the centre of product innovation, advocacy and sporting excellence. The initiative not only highlights exemplary contributions of local coaches and academies but also strengthens their capabilities through performance-driven support.
Under the Recognise pillar, Ten x You celebrates coaches and academies that have created strong sporting infrastructures at the grassroots level through nationwide storytelling initiatives.
The Reward pillar ensures direct value delivery through preferential access to world-class products, customised gear solutions and exclusive benefits.
The Empower pillar focuses on sponsorship pathways and developmental opportunities for talented youth, ensuring upward mobility in competitive sports.
Speaking at the launch, Karthik Gurumurthy, CEO, Ten x You, said:
“The TEN x YOU Ambassador Program is a cornerstone of our mission to redefine sports in India and emerge as the world’s leading cricket brand. We aim to empower grassroots coaches and athletes by integrating their real-world insights into product design and development. We are excited to be in Jammu & Kashmir and committed to building a strong sporting ecosystem in partnership with local academies, coaches and players.”
M.K. Sinha, IPS, ADGP, Police Headquarters J&K, graced the occasion as Chief Guest. Applauding the initiative, he encouraged young athletes to aim high with commitment and perseverance.
He remarked:
“Sports is the greatest teacher — it teaches discipline, humility and the spirit of fair play. One must learn from Sachin Tendulkar’s journey of hard work and dedication.”
The Guest of Honour, renowned sports administrator Ranjeet Kalra, expressed gratitude to Bharat Ratna Sachin Tendulkar and Ten x You for choosing Jammu for the program. He appreciated the brand’s gesture of honouring distinguished sports personalities and its commitment to supporting fifty more athletes from diverse sporting disciplines in the near future.
The event witnessed enthusiastic participation from several athletes, coaches and academies from across Jammu & Kashmir, including Arjuna Awardee Krupali Singh, who added prestige to the launch with her presence.
