Decathlon to invest $111 million in India to grow footprint

Global sports goods retailer Decathlon has announced plans to invest €100 million (about $111 million, or ₹930 crore) over the next five years in India to grow its store network to 190 stores, boost digital engagement, and improve its sourcing of more made-in-India goods.

The country has emerged as a key market for the sports brand and the substantial investment underscores the company’s long-term vision for the country, extending beyond business growth to foster sports participation and sustainable development, the company said.

The company operates 127 stores across 50 cities in India, and plans to add 63 new stores in 40 cities over the next five years.

The Villeneuve d’Ascq, France-headquartered company operates more than 1,700 stores globally.

“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, expanding our reach, and making a positive impact on people’s lives through sports,” Steve Dykes, global chief retail and countries officer at Decathlon, said. “India’s potential to become a global manufacturing and innovation hub for Decathlon is immense and we are excited to nurture local talent and contribute to India’s journey towards becoming a sporting powerhouse.”

“This investment reflects our unwavering belief in the country’s potential and our commitment to contributing to its economic growth. We aim to make everyone enjoy the benefits of sports, and this investment will enable us to reach a wider audience and offer a more comprehensive sports experience,” Sankar Chatterjee, chief executive officer at Decathlon India, said.

Decathlon said it is significantly increasing its commitment to Indian manufacturing.

Currently, around 8% of its global product range, including all cricket bats, accessories, and most hockey equipment, is produced in India. At least 68% of its goods sold in India currently are made in the country, the company said, adding that it aims to boost this figure to 85% by 2026.

The company said it is transitioning its Indian manufacturing facilities to green energy, aiming for a 50% reduction in carbon footprint, and added that it actively implementing circular economy models to promote sustainability.