In a recent interaction with PTI, Decathlon’s Global CEO, Barbara Martin Coppola, unveiled the company’s strategic initiatives aimed at fortifying its presence and operations in India. Recognizing India as one of Decathlon’s “most important” global markets, Coppola emphasized the brand’s commitment to bolstering production capabilities and expanding retail footprint across the country.
Decathlon’s relentless pursuit of growth in the Indian market stems from its unwavering confidence in the country’s burgeoning sports culture and evolving consumer landscape. Coppola expressed her admiration for the dynamic sports ecosystem in India, particularly noting the increasing enthusiasm among the middle class for various sporting activities.
“I am really impressed with the evolution of the sports culture in India, especially among the middle class,” said Coppola. “We see a real appetite for overall sports consumption, people wanting to try new experiences. And to be honest, there is an energy that is just beautiful to see at the stores… for Decathlon, (India) for sure is one of the major markets.”
Decathlon’s expansion plans encompass a dual focus on ramping up local production and enhancing the retail network to cater to the burgeoning demand for sports-related goods and experiences. Coppola underscored India’s pivotal role in Decathlon’s global operations, citing the country’s prowess in digital innovation and manufacturing capabilities.
“It’s a powerhouse in digital and to be honest, I am inspired by the creativity of the production, the experiences, which makes it interesting for the world,” Coppola remarked. “I am very impressed by the know-how, which has been acquired progressively.”
Highlighting Decathlon’s commitment to local sourcing, Coppola revealed plans to increase the proportion of locally sourced sports goods to 85 percent within the next two years, up from the current 60 percent. Moreover, she emphasized the brand’s ambition to leverage India’s manufacturing expertise to expand its export portfolio.
“Currently 65 percent of what is produced in India (by Decathlon) is exported. That part would grow bigger and continue to grow,” she affirmed.
Decathlon’s robust growth trajectory in India is underpinned by various factors, including the rising participation in sports across all segments of society. Coppola noted the significant increase in sporting activities, particularly among the middle class, fueled by factors such as rising income levels and greater access to sporting infrastructure.
“Now India has more unicorns, experiences and know-how that exist in the ecosystem of India, there are fantastic opportunities and sports is one of the industries, which is exploding. There would be many more,” she added.
Decathlon’s commitment to providing an immersive omni-channel experience for its customers is evident through its app, which has garnered nearly 29 million downloads in India. The brand’s emphasis on not just retail sales but also fostering a community of sports enthusiasts further underscores its dedication to promoting a culture of active living.
As the official partner of the Paris 2024 Olympics, Decathlon remains poised to contribute to the global sporting landscape. Coppola expressed the brand’s enthusiasm for the prospect of India hosting major international sporting events, signaling Decathlon’s unwavering support for India’s burgeoning sports ecosystem.
Decathlon’s journey in India, which began in 2009, continues to evolve as the brand charts new milestones in production, retail, and community engagement. With a robust growth trajectory and unwavering commitment to fostering a culture of sports and active living, Decathlon is poised to redefine the landscape of sports retail in India and beyond.
