On Wednesday, Decathlon unveiled an ambitious investment plan to channel approximately Rs 933 crore into India over the next five years. This strategic move is part of the French sporting goods retailer’s broader effort to significantly expand its footprint in the Indian market, which includes plans to open 60 new stores across the country.
Currently, Decathlon operates 127 stores in 50 cities. With the new investment, the company aims to increase its store count to 190 across 90 cities. This expansion is designed to enhance accessibility, especially in regions where Decathlon does not yet have a presence, thereby reaching a broader customer base.
Sankar Chatterjee, CEO of Decathlon Sports India, emphasized that the investment is not just in physical stores but also in digital infrastructure. “We want to create a better experience for our customers by investing in digital platforms,” Chatterjee said. The focus on enhancing digital platforms, including apps and websites, aims to provide a more seamless shopping experience and to extend the company’s reach to more customers.
The investment plan aligns with the 'Make in India' initiative, reflecting Decathlon’s commitment to increasing local manufacturing. Currently, 68% of Decathlon’s products sold in India are locally manufactured, with plans to boost this figure to 85% by 2026. Additionally, Decathlon’s global product range includes 8% of items manufactured in India, a proportion the company aims to expand further.
Decathlon also plans to bolster its supply chain, particularly focusing on improving last-mile deliveries to enhance service efficiency and speed. Chatterjee noted that strengthening the supply chain is crucial for meeting the growing demand for sports goods in India.
Globally, Decathlon views India as a key market for future growth. Steve Dykes, Decathlon’s Global Chief Retail and Countries Officer, highlighted the strategic importance of India, stating, "India has the potential to play a significant role in Decathlon's global research and design processes. We are committed to developing future talent in India and ensuring that our operations here continue to grow."
The company’s expansion and investment are expected to generate significant job opportunities in both the retail and manufacturing sectors, contributing positively to the local economy. Decathlon’s broader global strategy includes doubling its business over the next three to five years, with India playing a pivotal role in this growth trajectory.
