French sporting goods manufacturer and retailer Decathlon announced a significant investment of €100 million to expand its operations in India. The move is part of Decathlon’s strategy to deepen its roots in the fast-growing Indian market, capitalizing on the country’s large consumer base and growing demand for quality sports apparel and equipment.
India has become a focal point for many global retailers, and Decathlon is no exception. With a population of more than 1.4 billion people and a burgeoning middle class, the country offers huge opportunities for growth. Sankar Chatterjee, CEO of Decathlon India, emphasized India’s strategic importance to the company’s global expansion plans. According to Chatterjee, the investment will aim to increase Decathlon’s retail presence, expand e-commerce capabilities and improve the overall customer experience.
Decathlon’s decision to invest €100 million reflects its confidence in the Indian market. The funds will be used to open new stores in key cities and regions, modernize existing stores and introduce a broader product range tailored to local preferences. This investment is not only about increasing sales but also about fostering a stronger connection with the Indian consumer, which has been at the heart of Decathlon’s philosophy since entering the market.
Expanding physical and digital presence
One of Decathlon’s key focus areas in India is expanding its physical store network. The company plans to open several new stores nationwide, especially in tier-2 and tier-3 cities where the demand for quality sports products is increasing. These stores will serve as retail outlets and as centers where sports enthusiasts can meet, try out products and participate in events and workshops.
In addition to physical expansion, Decathlon is also investing heavily in its e-commerce platform. The Indian market has seen a rise in online shopping, especially after the pandemic, and Decathlon is looking to capitalize on this trend by improving its digital infrastructure. The company is focused on providing a seamless omnichannel experience that integrates online and offline shopping to offer customers more convenience and flexibility.
Commitment to sustainability and local sourcing
Decathlon’s investment strategy in India also includes a strong emphasis on sustainability. The company is committed to reducing its carbon footprint and plans to increase the use of renewable energy in its stores and supply chain. In addition, Decathlon is working on local sourcing initiatives and aims to produce most of its products in India. This supports the local industry, helps reduce costs and improves supply chain efficiency, the company said.
Chatterjee expressed optimism about the future, noting that Decathlon’s unique approach of offering quality products at affordable prices will continue to resonate with Indian consumers. As Decathlon strengthens its foothold in India, the company is poised to become an even stronger part of the country’s sports ecosystem and encourage more people to lead active, healthy lives.
