Sachin Tendulkar in JV with Arvind for menswear, accessories

Ahead of the upcoming ICC World Twenty20 competition, cricketing great Sachin Tendulkar today announced a joint venture with Arvind Fashion Brands to launch his premium menswear and accessories brand True Blue.

The brand plans to launch 25-30 stores across India and is eyeing a turnover of Rs200 crore in the next five years, the company said in a statement.

At the launch of the brand, Sachin Tendulkar – probably the richest cricketer in the game's history – said, ''Through our partnership, we will deliver an unmatched and never seen before range of clothing experiences that combine Indian elements with a modern artistic touch to it.''

Arvind Fashion Brands chief executive Rajiv Mehta said, ''Our expertise combined with Sachin's unmatched love for anything Indian boosted our decision and that brought into play this significant joint venture partnership.''

The brand will see its first offline store launch in May 2016 in Mumbai.

The apparel range designed by Sachin will showcase 300 styles and is priced at Rs1,199 onwards.