"True Blue embodies my identity and corresponds to the way I look at fashion. I believe in fashion that endows personal comfort, reflecting an individual's style and not just a form of demonstration," Tendulkar said in a statement.
"It is exciting to note that True Blue will be available online on Myntra to the many customers across the country and continues its pursuit of emerging as an iconic brand from India," he said.Launched in May this year, True Blue aims to reinterpret traditional Indian motifs and apparel with a modern twist. From light summer suits to shirts, T-shirts, chinos, waistcoats and other basics, the range is minimal making it easy to wear every day.
Tendulkar launched True Blue in association with Arvind Fashion Brands. He has an equity stake in True Blue and has helped the designers at True Blue design new collections.Myntra has now associated with Arvind Fashion Brands for the brand to be retailed online.
Puneet Jain, Chief Operating Officer of Arvind Fashion Brands, said: "We are thrilled to partner with Myntra and leverage the superior reach and access that the platform offers brands. Sachin is excited to have another opportunity to engage and interact with men across the globe by dressing them in superior fashion."
Prasad Kompalli, Head e-Commerce Platform, Myntra, shared that he is proud to partner with the "venture and help establish Sachin as a fashion icon".