Decathlon to invest Rs 933 crore in India: Expand to 190 stores and boost local manufacturing

Decathlon announced on Wednesday that it will invest €100 million (Rs 933 crore) in India over the coming five years. The investment will be directed towards expanding its store network to 190 locations across India, said the French retailer in a press release. The move is expected to enhance digital engagement, and strengthen the company's commitment to local manufacturing.

Moreover, the sports brand is expecting to double its business in India in the next three to five years, said Decathlon India CEO Sankar Chatterjee.

“India is a dynamic and growing market with a burgeoning sports culture. This investment reflects our unwavering belief in the country’s potential and our commitment to contributing to its economic growth. We aim to make sports accessible to everyone, and this investment will help us reach a wider audience and provide a more comprehensive sports experience. Our goal is to create a lasting impact by fostering sports participation, generating employment in India, and promoting sustainable practices,” Chatterjee said.


Decathlon is also looking to boost India as a major manufacturing hub - aiming at around 85 percent of local manufacturing by 2026. Currently, 68 percent of all quantities sold in India by the company are made in India. Currently, approximately 8 percent of its global product range—including all cricket bats, accessories, and most hockey equipment—is manufactured in India.

"India is a unique and exciting market with numerous opportunities. We are committed to accelerating our efforts in India to make a societal impact and inspire more and more Indians to play," said Decathlon Global Chief Retail and Countries Officer Steve Dykes.

In addition to its retail and production efforts, the company said in the press release that it's also committed to fostering sports participation through initiatives such as Play for Practice. This program emphasizes organizing events, developing playgrounds, and offering coaching classes to make sports accessible to everyone.