Mumbai, May 29 (IANS): Cricket legend Sachin Tendulkar on Saturday launched his premium menswear and and accessories brand, and film star Riteish Deshmukh walked the ramp for it.

About his brand True Blue, Sachin said, "In the last 24 years if I wasn't in whites on the field, I was in blues. Blue happens to be my favourite colour as well. So I thought, I might as well take that off the field and share that with people who have supported me for so many years and give them the opportunity to wear something which is of my taste, what I like."

Numerous models exhibited the brand's collection on a ramp show, but it was Riteish who stole the limelight with his ramp walk. Dressed in a maroon Nehru jacket on a white shirt, with khaki trousers, Riteish looked stylish sporting a beard and ponytail.

Sachin explained what fashion means to him, "Fashion is not for others to look and appreciate and not feel comfortable yourself. I think fashion is all about what you feel from within, whether you are satisfied with what you have on your body or not. To me, good clothing is an extension to your body. Clothing should fit you like a glove. As long as I am comfortable in that, then it really doesn't matter."

Sachin has launched True Blue in association with Arvind Fashion Brands. They also announced the launch of a store in Mumbai and plan to open 25-30 stores and aim to get a turnover of Rs.200 crores in the next five years.

"When someone like Arvind Fashion Brands approaches you, they have a history, they are mega as far as this business is concerned. 85 years of experience is no joke. I understood what they wanted to create and this is all about being Indian and touching the hearts of Indians and beyond that, a product created by Indians," Sachin added.

After creating numerous records in cricket, Sachin retired from cricket in the year 2013.