Tendulkar, who has appeared in 447 international matches and scored 70 centuries in both forms of cricket in his 15-year career so far, had called mediapersons on Friday to thank his fans for their continued support.
The batting maestro, who cut a cake and gave a piece of it to his wife Anjali, said, "I am really surprised that each year April 24 is made out to be an event by my fans and it is a great feeling and I would take this opportunity to thank them".
Tendulkar also made it clear that he wanted to celebrate the occasion only with his family.
Meanwhile, 'The Tendulkar's', the restaurant owned by the living legend is offering 31 per cent reduction on all types of food to celebrate Sachin's birthday.
"We want to make it a special day for our customers who decide to dine with us today and hence we are offering 31 per cent reduction," a restaurant staffer said.
"Last year, Sachin himself was here and we celebrated his birthday at the backdoor kitchen but this year we are told that he will not be coming to the restaurant as he wants to be with his family," the staffer added.