In 2006, he signed a contract with Saatchi and Saatchi's ICONIX values at 180 crore (US$32.58 million) over three years.
Tendulkar has opened two restaurants: Tendulkar's (Colaba, Mumbai) and Sachin's (Mulund, Mumbai) and Bangalore. Sachin owns these restaurants in partnership with Sanjay Narang of Mars Restaurants.
In 2007, Tendulkar also announced a JV with the Future Group and Manipal Group to launch healthcare and sports fitness products under the brand name 'S Drive and Sach'.