Although Decathlon’s India sojourn began in 1999 with contract manufacturing for its global supply chain, it wasn’t until 2013 that the company furniture—a one-stop shop offering a wide range of affordable, high-quality products.
Decathlon’s large-format flagship stores are designed to provide the best customer experience, while its robust online presence ensures convenience and accessibility. The company’s commitment to quality is evident in its strict control over the entire supply chain, from procurement to manufacturing, ensuring that all products meet global standards. This blend of affordability, variety, and quality is a cornerstone of Decathlon’s success officially launched its retail operations in India, backed by an initial investment of over Rs 1,100 crore (€100 million). Over the past 15 years, this investment has paid off significantly, with the company reportedly generating 12-14x returns.
India has not only become a key market for the company but also an important manufacturing hub. The ‘Made in India’ products are not just catering to the domestic market but are also being exported globally, reaching markets in Europe, South America, Asia, and the Far East. This dual role of India as both a consumer base and a manufacturing hub has been central to Decathlon’s strategy.
The Decathlon Difference
Over the past decade, Decathlon India has emerged as a leader through its unique business model. The company offers a comprehensive range of products for over 60 sports, from equipment and customised gear to specialized sporting wear, gym equipment, and accessories. Decathlon is to sports what Ikea is to furniture-a one-stop shop offering a wide range of affordable, high-quality products.
This story is from the {{IssueName}} edition of {{MagazineName}}.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the {{IssueName}} edition of {{MagazineName}}.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
MEMORIES & IMPRESSIONS
Ratan Tata was an exceptional human being. He was a visionary leader, esteemed industrialist, and a humanitarian, who left an indelible mark on India and the world.
The Robotaxi Market
The robotaxi market is shaping up to be a high-stakes battleground as tech giants and automakers race to transform urban mobility.
And the Nobel Prize Goes to AI
The recent Nobel Prize T awards to AI pioneers affiliated with Google have sparked a broader conversation about Big Tech's influence on research and the limitations of traditional prize categories.
Ola Electrified
Once considered a trailblazer in India’s electric vehicle (EV) ecosystem, Bhavish Aggarwal’s Ola Electric now faces a major accountability crisis.
Sharp Slide in Industrial Output on Eve of Deepavali
India’s index of industrial production (IIP) saw a sharp reversal in August, contracting by 0.1 per cent, in stark contrast to the 4.7 per cent growth in July, mostly because of significant contractions in mining and electricity generation.
Heralding the Solar Era with Sustainable Electrification
RAJEEV KASHYAP on the economics of solar power, the hurdles in scaling it, and much more
A WELL-GREASED MACHINE
The OmniBook X14 laptop runs on first-generation Snapdragon X Elite, which bets big on Al-enabled productivity and battery life, but falls short when it comes to overall experience, says Deep Majumdar
DO NOT LETA HEALTH CRISIS RUIN YOUR FINANCIAL HEALTH
For a family of four living in a metro, it is recommended to opt for a family floater health insurance plan with a sum insured of at least Rs 15-20 lakh
Disruption Ahead: Beyond Organisation Charts and Structures
ALBERT EINSTEIN FAMOUSLY said, “We cannot solve our problems with the same thinking we used when we created them.
Dr. Rahul Shivajirao Kadam: A Visionary Leader Blending Sustainability, Innovation, And Social Empowerment
We are on the stage of global warming, and these technologies not only help prevent further damage but also leave behind a better environment for future generations.
