Jammu, Nov 22:The J&K edition of the Ambassadors programme of the Ten x You, the brand co-founded by cricket legend Sachin Tendulkar, Karthik Gurumurthy (Chief Executive Officer) and Karan Arora (Chief Operating Officer),was launched by ADGP Headquarters Sh MK Sinha (IPS) along with Sports administrator Ranjeet Kalra and CEO Kartikh Gurumurthy. The Ambassador Program strives to Recognise, Reward and Empower grassroots sportspersons, academies and coaches.
Around twenty sportspersons including cricket were felicitated and sponsored by the TenXU. during the well attended event. The CEO of the company Kartikh Gurumurthy in his address announced that another fifty athletes from various sports disciplines shall be sponsored in the TenXU the near future.
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 Recognize pillar highlights not just coaches but also academies that have built strong infrastructures for sports in the country, ensuring their contributions are celebrated through storytelling-led initiatives. 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 Empower pillar focuses on creating opportunities for deserving and talented students by enabling upward mobility through sponsorship pathways, ensuring that promising talent receives the support it needs to thrive Unveiling the Jammu Chapter of the Ambassador Program, Karthik Gurumurthy, CEO of TEN x YOU, said, “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. By empowering grassroots coaches, we are building a credible, performance-driven ecosystem where real insights directly shape product innovation, advocacy, and community engagement.
By embedding these voices into our design and development process, we ensure that every piece of gear reflects the true needs of the sporting community and delivers an authentic experience of the brand. We are excited to be in Jammu & Kashmir and hope to partner with academies, coaches and athletes, to create a robust sports ecosystem.” Gracing the ocassion as the Chief Guest was Sh MK Sinha (IPS), ADGP, Police Headquarters J&K, who while applauding the initiative, encouraged athletes, academies and coaches to aim for the highest level of excellence in sports. Addressing the August gathering, he said “one must take a leaf out of Sachin Tendulkar’s life and work hard, with discipline and perseverance.” He added, “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.” Ace Sports administrator Ranjeet Kalra who was the guest of honour on occasion in his address expressed gratitude to Bharatratna, Shri Sachin Tendulkar and Tenx 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. Several athletes, coaches and academies from the State graced the occasion, including Arjun Awardee, Ms Krupali Singh and Kuldeep Gupta.
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