Tendulkar is an investor in Smaaash Entertainment, a sports and gaming arena that operates in Mumbai, Gurugram, Hyderabad, Bengaluru, Noida, and Ludhiana. Launched in 2009 by Shripal Morakhia, the founder of retail brokerage Sharekhan, it houses net cricket, arcade games, bowling, go-karting, virtual reality-based experiences, and more, under one roof.
The master cricketer invested in the sports entertainment company in 2013.