Decathlon India plans a €100 million investment to expand its retail footprint, technology, and local manufacturing. CEO Sankar Chatterjee aims to double turnover to ₹5,000 crore and increase locally made products to 80% by 2030. This strategy focuses on meeting rising demand for sporting goods as India's sports participation grows.
Decathlon Sports India has announced a major growth roadmap under CEO Sankar Chatterjee, aiming to double its business size over the next five years. To support this goal, the company is committing €100 million toward a multi-pronged expansion that includes increasing its store count, upgrading technology systems, and strengthening its supply chain. Currently, the company operates over 132 stores across more than 50 cities, employing about 5,400 people.
Scaling Local Manufacturing
A central part of the company's long-term plan is the increase of its 'Make in India' footprint. Currently, approximately 60% of the products sold by Decathlon in India are manufactured domestically. The company intends to raise this share to between 75% and 80% by 2030. This initiative is designed to reduce reliance on imports and improve cost efficiency. The firm already produces a variety of goods locally, including bicycles and silicone swimming accessories, which helps in managing supply chain logistics within the country.
Digital Transformation and Changing Retail Formats
The retail giant is shifting its strategy toward smaller, tech-focused store formats, such as Decathlon Connect, to reach customers in dense urban areas. Digital channels have become a major revenue driver, with the online segment growing significantly from ₹27 crore in 2018 to over ₹600 crore today. Online sales now contribute about 11% to 12% of the company's total revenue, with delivery services covering approximately 21,000 pin codes across India.
Industry Trends and Future Monitorables
Decathlon’s growth plans align with a broader surge in sports participation across India. Data indicates that sports engagement in the country has more than doubled in recent years, reaching 12% of the population. The domestic sports goods market is expected to grow from its current valuation of $6.7 billion to $11 billion by 2030.
For investors and industry observers, the key monitorables will be how the company manages the execution of its large capital spending plans without putting pressure on profit margins. Additionally, the ability to maintain supply chain efficiency while scaling up local manufacturing will be a major factor in determining the success of this growth strategy. Investors may also track how the company balances its investment in new physical store formats against the rapid evolution of India’s quick-commerce and e-commerce sectors.