French sporting goods giant Decathlon has announced a significant investment of 100 million euros (approximately ₹930 crore) in India over the next five years, marking a strategic move to bolster its presence and drive innovation in one of its key markets. This announcement was made by Sankar Chatterjee, Chief Executive Officer of Decathlon India, during a press conference.
The investment will be channeled into various initiatives, including the expansion of Decathlon’s retail footprint across the country. The company plans to launch new stores and enhance its digital capabilities to better serve Indian consumers. The expansion will see Decathlon increase its total store count to 190, spreading across more than 90 cities, including Tier I and Tier II towns. Decathlon, which entered the Indian market in 2009 with its first store in Sarjapur, Bengaluru, currently operates 127 stores nationwide.
As part of its long-term strategy, Decathlon is also reinforcing its commitment to the Indian government’s “Make in India” initiative. The company aims to achieve 85 percent local product manufacturing by 2029, significantly increasing its contribution to the domestic economy.
“India is a key market for Decathlon. India is a cornerstone of Decathlon’s global ambition, its vibrant market and talented workforce present unprecedented opportunities. We are committed to accelerating our growth here, accelerating our reach, and making a positive impact on people’s lives through sports,” said Steve Dykes, Chief Business & Countries Officer, Decathlon.
Currently, India accounts for 8 percent of Decathlon’s global sourcing, with approximately 60 percent of its sales in the country generated from locally-made products. Dykes emphasized India’s potential to become a global manufacturing and innovation hub for Decathlon, stating that the company is enthusiastic about nurturing local talent and contributing to India’s rise as a sporting powerhouse.
In addition to expanding its physical presence, Decathlon is set to make substantial investments in technology. These investments will focus on enhancing the customer experience, digital transformation, and implementing cutting-edge solutions such as artificial intelligence (AI), machine learning (ML), and radio-frequency identification (RFID) to improve the overall customer journey.
Sankar Chatterjee highlighted the importance of these technological advancements, noting that they are crucial for maintaining a competitive edge in the dynamic retail landscape.
As part of its renewed focus, Decathlon also introduced a new brand identity, complete with a refreshed logo. This new branding will be rolled out across 43 of its 127 stores, which will undergo full modernization as part of the company’s efforts to stay ahead in the competitive retail environment.
