Decathlon India’s B2B business grows 20-fold in five years, now contributes 10% of overall business

Decathlon India's business-to-business (B2B) operations have expanded 20-fold over the past five years and now account for about 10% of the sports retailer's overall business, as the company pushes deeper into government, defence, corporate and institutional sales.

The wholesale business has also widened its reach to more than 20,000 pin codes, covering over 90% of India, Decathlon Sports India said on Friday.

Also Read: Decathlon India eyes nearly $1 bn sales in next 5 years with double-digit growth


Smaller cities and remote regions are emerging as an important part of that growth. "Tier 2 and Tier 3 regions, including high-altitude terrains across Jammu & Kashmir, Leh & Ladakh, Himachal Pradesh and the Northeast, contribute more than 40 per cent of total B2B revenues," the company said in a statement.

Decathlon's wholesale operations now cater to defence establishments and government bodies as well as more than 20,000 corporate clients and entities.

The company is also registered as an Original Equipment Manufacturer (OEM) on the Government e-Marketplace (GeM), through which it has fulfilled more than 1,000 orders across sporting categories.

"Positioned as the Original Equipment Manufacturer (OEM) on the Government e-Marketplace (GeM), the B2B business of Decathlon Sports India has fulfilled 1000+ orders across multiple sports categories, supplying high-altitude expedition tents, cycles, footballs and field equipment directly to more than 500 government organisations and PSUs," it said.

Also Read: Changing shopper habits hurt growth: Decathlon

Its defence-sector presence extends to CSD Army Canteens and the Kendriya Police Kalyan Bhandar (KPKB). Decathlon also works with corporate customers on workplace sports and wellness programmes as well as gifting solutions.

Beyond businesses and government organisations, the retailer said it works with more than 500 educational institutions, non-profits and community foundations.

"Wholesale stands as a core growth pillar at Decathlon Sports India, now contributing about 10 per cent of our overall business," Raghwendra Singh, Wholesale Director at Decathlon Sports India, said in the statement.

Singh said building a strong B2B sporting ecosystem was important for India's development, while the company was also supporting employee health across enterprises and strengthening its domestic manufacturing supply chain through its "Make in India" network.

The rapid expansion of the wholesale vertical comes as Decathlon continues to grow its broader India operations. The company's revenue from operations stood at ₹4,133.10 crore in the financial year ended March 31, 2025, according to filings with the Registrar of Companies (RoC).

Decathlon India is yet to file its financial results for FY26 with the RoC.