RT team
Decathlon, a French sports goods giant, has committed to an investment of 100 million euros (around Rs. 930 crore) over the next five years to deepen its roots in the Indian market, according to Sankar Chatterjee, the CEO of Decathlon India, during a recent press conference.
This substantial investment aims to enhance Decathlon’s market presence in India through the opening of new stores, upgrading digital platforms, and reinforcing its supply chain, among other strategic moves. The company plans to expand its store network to 190 across over 90 cities, both in Tier I and Tier II categories. Since opening its first Indian store in Sarjapur, Bengaluru in 2009, Decathlon now operates 127 stores across the country.
Chatterjee highlighted Decathlon’s dedication to the “Make in India” initiative, setting a target to localize 85 percent of its product production by 2029.
“India is pivotal to Decathlon’s global strategy, offering a dynamic market and skilled workforce that provide unique opportunities. We are eager to accelerate our expansion, broaden our market reach, and positively influence lives through sports,” stated Steve Dykes, Chief Business & Countries Officer at Decathlon.
Decathlon sources 8 percent of its global products from India, with 60 percent of its local sales coming from domestically produced items. Dykes expressed enthusiasm for India’s potential as a key hub for global manufacturing and innovation for Decathlon, including fostering local talent and bolstering India’s stature as a sports leader.
The company is also set to invest heavily in technology, focusing on enhancing customer experiences through digital advancements and implementing AI, ML, and RFID technologies, as per Chatterjee.
Moreover, Decathlon is introducing a new brand identity and logo, initiating a modernization wave across 43 of its 127 stores to maintain its competitive edge in the sports retail sector.
