The brand plans to launch 25-30 stores across India and is eyeing a turnover of Rs 200 crore in the next five years, the company said in a statement.
At the launch of the brand, Sachin Tendulkar 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 CEO 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 apparel range designed by Sachin will showcase 300 styles and is priced at Rs 1,199 onwards.