Decathlon, the renowned French sports retailer, has announced a major investment of €100 million (approximately ₹933 crore) in India over the next five years. This strategic move is set to significantly bolster Decathlon’s retail footprint and manufacturing capabilities in one of its most dynamic markets.
Sankar Chatterjee, CEO of Decathlon India, is optimistic about the company’s trajectory, predicting that the business will double in size within the next three to five years. As part of this ambitious plan, Decathlon intends to expand its network from 90 to 190 stores, enhancing its reach across the country.
The investment will also bolster Decathlon’s digital infrastructure, reflecting the company’s commitment to an omnichannel retail approach. In addition, Decathlon is set to ramp up its manufacturing operations and increase local sourcing. Currently, 68% of products sold in India are locally produced, with 8% of the global product range sourced from the country. Chatterjee aims to raise domestic manufacturing to 85% by 2026.
As part of its growth strategy, Decathlon will open 10-15 new stores annually, boost online sales, and further localize sourcing. Steve Dykes, Decathlon’s Global Chief Retail and Countries Officer, highlighted the significance of the Indian market, noting its vast potential. “India presents a unique and exciting opportunity. We are dedicated to accelerating our efforts here to inspire more Indians to engage in sports,” Dykes said.
Additionally, Decathlon plans to explore new sales channels, including B2B, and leverage India’s potential in research and design. With over 2 million global users engaging in sports through the Decathlon app, the company is committed to nurturing future talent from India.
In March, Decathlon marked India as a “big priority” and anticipates it will become one of its top five global markets within five years.
Source: Live Mint
