PLAYING THE GROWTH GAME

AS THE €16-BILLION (approximately Rs1.4 lakh crore) Decathlon, the largest sporting goods retailer in the world, jogs along the growth path, India, a market of tremendous potential, is quickly emerging as a crucial driver of this growth.

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.