French sports retailer Decathlon has announced plans to invest €100 million (approximately Rs 933 crore) in India over the next five years. The investment aims to expand its retail presence and boost manufacturing operations in one of its fastest-growing markets.
Decathlon India CEO Sankar Chatterjee stated that the company expects to double its business in the country within the next three to five years. As part of this expansion, Decathlon plans to increase its store network from the current 90 locations to 190 stores by 2029.
In addition to expanding physical stores, the investment will also focus on enhancing it’s digital channels as part of its omni-channel strategy. The company plans to increase its local manufacturing footprint, with a goal to produce 85% of the goods sold in India domestically by 2026, up from the current 68%.
Additionally, 8% of it’s global product range is already sourced from India, and this is expected to grow. The company aims to open 10-15 new stores annually, boost online sales, and increase local sourcing as part of its growth strategy in India.
Steve Dykes, Decathlon’s Global Chief Retail and Countries Officer, emphasized India’s strategic importance to the company. “India is a unique and dynamic market with vast opportunities. We are committed to enhancing our efforts here to inspire more Indians to engage in sports,” Dykes said.
He also noted that the company plans to explore new sales channels, including B2B, to further expand its reach in the country. Dykes highlighted India’s growing role in Decathlon’s research and development processes and the company’s commitment to developing talent from the region.
Over 2 million people globally engage in sports through Decathlon’s platforms, and the company sees India playing a significant role in its future. In March, Decathlon had identified India as a “big priority” market, with expectations for it to be among the company’s top five global markets within five years.
