Drawing parallels with his own humble roots growing up in India, the Master Blaster said: "I exactly know how it feels when you dont have enough money in your pocket and you want a particular bat. So it is about addressing the poorest of the children who aspire to play cricket".
The former Indian cricket captain and one of the worlds most revered batsmen said he wanted to ensure aspiring young cricketers are not held back due to a lack of equipment as he announced his new investment in sporting gear firm Spartan International here today.
"There are lots of under-privileged promising cricketers who end up playing for their states but they dont have proper equipment.
"I want to go out and help them, provide them proper cricketing gear where they dont have to worry that if they break a bat where would the next one come from," Tendulkar told PTI as he unveiled plans for a new range of cricketing gear.
"I want to supply the equipment so that they just have to go out and live their passion. They should be free to just think about scoring runs or taking wickets and giving their best.
"That is the greatest feeling in the world, when you are out in middle and batting for your team and I want that to happen to as many children as possible," he said.
"My career started when I saw the World Cup being lifted by Kapil Dev in 1983, from there on I wanted to chase my dream and there were gradual steps which I had to take. It wasnt like from day one I had the best of bats in my hand. So I want to address that, as there are children who may not be able to afford a bat. I want to help and sponsor them," he said.