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Decathlon's CEO Barbara Martin Coppola highlighted India's importance as a key market and manufacturing hub. Around 65% of products made in India are exported worldwide, showing India's strategic role in Decathlon's global supply chain. The company manufactures bicycles, backpacks, tents and textiles in India, with plans to increase local production through upcoming investments. It will also boost exports from Decathlon's Indian manufacturing facility.
The company's app has over 29 million downloads in India, demonstrating consumers' digital affinity. Decathlon offers an omni-channel experience through both online and in-store shopping, as well as using stores for sports activities.
Coppola attributed Decathlon's growth to India's emerging sporting culture, fueled by a growing middle class and rising incomes. Once only 5% of Indians participated in sports, but participation is growing rapidly as different sports are being adopted.
Steve Dykes, Chief Retail and Countries Officer, called India a "big priority market" and "leapfrog" market. Decathlon aims to accelerate local sourcing from the current 60% to 90% in the next two years. It also plans to expand its retail network by opening ten new stores annually at different sizes. Smaller stores of 1,000-2,000 sqm could be located conveniently, while larger 4,000 sqm "experience stores" offer more play areas and amenities.
This strategy will help Decathlon compete better in India's fast-growing sports and athleisure segment. As the official partner of the 2024 Paris Olympics, Coppola said Decathlon would welcome India hosting the Olympics in 2036, which the government is bidding for.
India is among the top ten markets for the company globally in terms of revenue contribution. In fiscal 2022-23, Decathlon India's sales grew 37% to reach INR 3,995 crore. With continued investments, expanded retail presence, and growth in local sourcing and manufacturing, Decathlon aims to strengthen its foothold in the Indian market.
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