In a strategic move reflecting its confidence in India’s burgeoning sports and wellness sector, Decathlon, a leading sports goods retailer, anticipates India ascending among its top five markets in the coming years. As the Indian populace increasingly embraces sporting activities and healthier lifestyles, Decathlon envisions substantial growth opportunities within the country. Operating under the single-brand retail FDI policy, the retailer aims to elevate sourcing from India to ensure the continued accessibility of its product range.
On Tuesday, Decathlon unveiled a new branding initiative, featuring the introduction of its fresh “orbit” logo, alongside the adoption of a refined strategy centered on innovation and sustainability. Barbara Martin Coppola, Global CEO of Decathlon, emphasized the company’s commitment to leveraging sports as a catalyst for positive societal and environmental impact, stating, “At Decathlon, we aspire to propel individuals, communities, and the planet forward through the wonders of sport.” This ethos underpins a comprehensive strategic overhaul, encompassing enhancements to customer experience, accelerated sustainability efforts, and comprehensive modernization initiatives across the organization.
Steve Dykes, Chief Retail and Countries Officer at Decathlon, highlighted India’s pivotal role as a “big priority market” and a key “leapfrog” market for the company. He underscored Decathlon’s aspiration to cultivate the sports goods market in India further, fostering greater sports participation among consumers. Dykes remarked on India’s current status as one of the top ten revenue-contributing markets, expressing confidence in its potential to ascend to the top five within the next five years. Notably, Decathlon India recorded sales of approximately ₹3,955 crores in FY23, marking a robust 37% increase.
With an operational footprint spanning approximately 100 stores across India, Decathlon is committed to sustaining its retail expansion momentum. Dykes outlined plans to open ten stores annually, catering to diverse market needs through a combination of smaller and larger format outlets. Emphasizing the company’s adaptable approach to regional preferences, Dykes remarked, “We treat every city like a country, tailoring our offerings to suit local sporting inclinations.” Moreover, Decathlon is intensifying its digital presence, leveraging smaller stores as satellite outlets to complement larger flagship stores.
Discussing plans to enhance sourcing activities, Dykes revealed that 60% of Decathlon’s product inventory is currently sourced from India. Looking ahead, the company aims to increase this figure to 90-95%, aligning with the “Make-in-India” initiative championed by Prime Minister Modi. Dykes emphasized the mutually beneficial partnership between Decathlon and India, citing the scalability of domestic manufacturing to meet both domestic and international demands.
Decathlon’s strategic initiatives underscore its steadfast commitment to India’s vibrant sports landscape, poised to propel the nation towards heightened athletic engagement and wellness pursuits while fostering economic growth through enhanced sourcing partnerships.
