Wear what Sachin Tendulkar likes as the master blaster is launching his men’s apparel brand- True Blue

India’s legendary cricketer Sachin Tendulkar has turned into a style guru and has tied up with Arvind Fashion Brands to launch his iconic men’s apparel brand-True Blue.

The first store of this premium apparel brand will come up in Mumbai in May, followed by Bengaluru.

The brand True Blue will cater to men aged between 28 and 40 years, in the price range of Rs 1,200-3,500 and premium evening wear costing up to Rs 8,000.

"The thought of crafting something highly iconic, that every Indian can talk to, has been on my mind for a long time," said Tendulkar, adding “When Arvind Fashion Brands shared this vision with me, there was a real synergy in our thoughts. True Blue is a very subtle in that manner, with its own way of making loud statement. It is my taste, what I like to wear."

Tendulkar and Arvind Fashion Brands have entered into joint venture to launch True Blue.

"Our expertise, matched with Sachin's unmatched love for anything Indian, boosted our decision and that brought into play this significant JV partnership," said Arvind Fashion Brands CEO Rajiv Mehta.

They are planning to open around 25 stores in the future.