Decathlon to Invest 100 million Euro in India to Expand Store Network

Decathlon, the global multi-specialist sports brand, has announced an investment of 100 million euro in India over the next five years. This investment aims to support the expansion of the company’s store network, improve digital engagement, and reinforce its commitment to local manufacturing.

The investment is set to significantly increase Decathlon’s presence in India, with plans to expand its store network to 190 stores nationwide. In addition to physical retail, Decathlon is also focusing on digital platforms to engage with customers more effectively, aiming to foster a seamless omni-channel experience.

India has become a critical market for Decathlon, showing remarkable growth and potential. This latest investment demonstrates the company’s dedication to not only business growth but also to promoting sports participation and sustainable development across the country. Aligning with its global mission to "move people through the wonders of sport", Decathlon is adopting a holistic approach that includes retail expansion, local production, and community engagement.

In India alone, 68 per cent of the products sold are locally made. By the year 2026, Decathlon aims to rise this figure to 85 per cent, further establishing India as a major manufacturing hub for the brand. Local manufacturing is one of the key areas of focus for Decathlon in India. Now, approximately 8 per cent of Decathlon’s global product range is produced in India, including all cricket bats, accessories, and most hockey equipment.

Decathlon is also making strides in sustainability, with plans to transition its Indian manufacturing facilities to green energy, targeting a 50 per cent reduction in carbon footprint. Additionally, the company is embracing circular economy models to minimize waste and promote sustainable practices.

In an exclusive interview to Zee Business, Decathlon India CEO Sankar Chaterjee addressed several concerns about the potential impact of the current situation in Bangladesh on their operations. "The situation in Bangladesh will not impact us significantly. Currently, 60 per cent of the products we sell in India are made locally, and only a small percentage are imported from Bangladesh. However, we are closely monitoring the situation. Over the next 4-5 years, we plan to increase the proportion of 'Make in India' products to 80 per cent," said Chaterjee. 

Highlighting Decathlon's long-standing commitment to Indian manufacturing, he said that, "We have been exporting 'Make in India' products for the past 30 years, and we intend to increase the export quantity, not only in clothing but also in sports equipment, cycling parts, and other categories".

Addition to its business initiatives, Decathlon is committed to making a positive impact on Indian communities. Through partnerships with its employees, the Decathlon Foundation, and local partners, the company focuses to expand access to sports, education, and employment opportunities, contributing significantly to India’s economic and social progress.