French sporting goods company Decathlon has announced a significant investment of EUR 100 million (approximately INR 933 crore) in India over the next five years. The company aims to double its current revenue of around INR 4,000 crore in the country during this period. Decathlon plans to expand its retail presence, strengthen its omnichannel strategy, and increase local production as part of its "Make in India" initiative. The investment reflects Decathlon's confidence in India's potential as a global manufacturing and innovation hub for the brand, with the goal of nurturing local talent and contributing to the country's journey towards becoming a sporting powerhouse.
French sporting goods company Decathlon has announced plans to invest EUR 100 million (approximately INR 933 crore) in India over the next five years. The company, which recorded a revenue of around INR 4,000 crore in the country in FY24, aims to double this figure during that period.
Sankar Chatterjee, CEO of Decathlon India, said that this investment will enable Decathlon to reach a wider audience and offer a more comprehensive sports experience.
Decathlon made its retail debut in India in 2009 and currently has 127 stores and three warehouses across 50 cities, covering over 1.8 million square feet. As part of its expansion plans, the company is aiming to increase the number of stores to 175 by 2027, with a focus on tier 1, 2, and 3 cities.
The investment will also be used to further Decathlon's omnichannel strategy, expanding its e-commerce business while also investing in its value chain. Currently, 11-12% of the company's sales come from digital channels, such as its app and website.
Decathlon started production in India in 1999, and 68% of the goods sold in the country are made locally. The company plans to increase this figure to 85% by 2026 as part of its "Make in India" initiative.
Steve Dykes, Decathlon's global chief retail and countries officer, said India's potential to become a global manufacturing and innovation hub for Decathlon is immense. He also said that Decathlon aims to nurture local talent and contribute to the country's journey towards becoming a sporting powerhouse.
CEO Chatterjee noted that buyer sentiment in India has not yet fully recovered to pre-COVID levels.
Additionally, Decathlon announced that it is moving its manufacturing facilities to green energy, aiming for a 50% reduction in its carbon footprint. The company has also undergone a rebranding, with a new visual identity represented by a new icon called "L'Orbit," which reflects the brand's renewed mission to "inspire people through the wonders of sport." The new designs are being rolled out to change the look and feel of Decathlon's stores nationwide.
Decathlon's ambitious investment plans in India underscore the company's commitment to the market and its belief in the country's growing appetite for sports and fitness. By doubling down on its retail expansion, e-commerce capabilities, and local manufacturing, Decathlon is positioning itself to better serve the evolving needs of Indian consumers while contributing to the nation's broader sporting ecosystem.
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