Sachin Tendulkar Joins Startup League as Peak XV Unveils Surge 11

In a thrilling announcement that's set to shake up the startup world, Peak XV—formerly known as Sequoia Capital India & SEA—has unveiled its 11th cohort of the Surge early-stage program. This latest batch features an impressive lineup of 23 innovative startups, headlined by none other than cricket icon Sachin Tendulkar. 

Tendulkar, often called the 'God of Cricket,' is stepping into the entrepreneurial arena with Ten x You, a cutting-edge sportswear brand dedicated to enhancing play and performance. Teaming up with him are industry heavyweights like Karthik Gurumurthy, who previously skyrocketed Swiggy's Instamart to a staggering USD 1 billion in revenue, and Karan Arora, bringing their combined expertise to revolutionize athletic gear.

What makes Surge 11 stand out is its heavy emphasis on artificial intelligence, marking it as Peak XV's most AI-centric cohort yet. Out of the 23 selected ventures, a whopping 12 are harnessing AI to tackle challenges in diverse fields such as manufacturing, semiconductors, finance, and consumer marketing. This surge in AI adoption reflects the broader tech trends sweeping across industries, where intelligent systems are no longer futuristic dreams but essential tools for efficiency and innovation.

Beyond AI, the cohort diversifies into four fintech companies poised to disrupt banking and payments, four consumer brands aiming to capture everyday markets, and three infrastructure-focused firms developing tools for developers and operations.

The geographical spread of these startups is equally exciting, spanning India, the Asia-Pacific region, and even reaching into international territories like the Middle East. For instance, Vault Wealth, co-founded by Bilal Abou-Diab and Sami Abdul Hadi, represents Surge's first fintech entrant from the Middle East, signaling Peak XV's expanding global footprint.

Other standout founders include Olympic swimming medalist Grant Brits, who's behind AIR Trading—an AI-powered platform that's set to transform how traders operate in volatile markets. Then there's Rishi Kedia with Pre6, an AI solution streamlining manufacturing processes, and Siddhant Jayakumar, a former Google DeepMind alum, leading Finster to innovate in financial services.

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Adding to the star power, Akanksha Jagwani and Avni Agarwal are pioneering SixSense, which delivers AI-driven advancements for semiconductor production—a critical sector amid the global chip shortage. Meanwhile, Jeff Hara and Neha Mittal, veterans from Pinterest and Twitter (now X), are launching Just AI to personalize marketing like never before, using sophisticated algorithms to connect brands with consumers on a deeper level. This mix of athletic legends, Olympic heroes, and tech-savvy entrepreneurs underscores the program's appeal to top-tier talent from varied backgrounds.

Since its launch in 2019, Surge has solidified its reputation as a powerhouse for seed-stage startups in the region. Over 170 companies have passed through its doors, collectively securing more than USD 3 billion in follow-on investments. Impressively, the top ten alumni boast annual revenues exceeding USD 1 billion, proving the program's track record in nurturing unicorns.

Rajan Anandan, Managing Director at Peak XV and Surge, captured the essence perfectly: "At Surge, we believe the seed stage is where the magic begins, and Surge 11 reflects the extraordinary entrepreneurial energy across our region. AI is leading the charge, transforming traditional sectors like banking, healthcare, and manufacturing, and giving rise to new consumer-facing applications."

The program isn't just about funding—it's a comprehensive ecosystem offering seed capital, expert mentorship, and practical guidance in key areas like product development, sales strategies, marketing tactics, company culture, and fundraising techniques. A standout feature is the founder immersion experience, where participants rub shoulders with global tech titans. Past sessions have included luminaries such as OpenAI's Sam Altman, NVIDIA's Jensen Huang, and Workday's Carl Eschenbach, providing invaluable insights that go beyond textbooks.

Surge also fosters a strong alumni network, with successful graduates like Prukalpa Sankar of Atlan, Sagar Khatri of Multiplier, Bahadir Ozdemir of Airalo, and Dhvanil Sheth of Skillmatics returning to mentor the newcomers. This pay-it-forward culture ensures that knowledge and experiences are shared, accelerating growth for everyone involved. Additionally, the program connects founders with influential investors, including Sequoia Capital's Doug Leone, Vinod Khosla of Khosla Ventures, and Benchmark's Chetan Puttagunta, who offer advice on scaling operations and securing further capital.

As Surge 11 kicks off, the cohort will dive into an intensive curriculum, culminating in an international immersion trip to the United States. This hands-on journey promises to expose founders to Silicon Valley's vibe, forging connections that could propel their ventures to new heights. Previous cohorts have benefited from wisdom shared by Indian tech leaders like Sanjeev Bikhchandani of Info Edge, Harshil Mathur of Razorpay, Vidit Aatrey of Meesho, Amrish Rau of Pinelabs, Kunal Shah of CRED, Gokul Rajaram, Arvind Jain of Glean, and Aman Sanger of Cursor—names that inspire and guide the next generation.

With AI at the forefront and a blend of fintech and consumer innovations, Surge 11 is poised to drive significant disruptions. As these 23 startups embark on their journeys, the world watches eagerly, especially with Tendulkar's involvement adding a layer of celebrity intrigue. Could this be the start of a new era where sports legends turn tech moguls? Only time will tell, but one thing's certain: Peak XV is betting big on these visionaries to redefine industries and create lasting impact.

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