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Sporting items merchant Decathlon to invest $111 mln in India expansion strategy

French sporting products retailer Decathlon stated on Wednesday that it will invest 100 million euros ($ 111 million) in India over the next 5 years to expand its shop count and production in what is one of its essential markets.

The retailer, which got in India in 2009, sells a host of sports devices varying from footballs and yoga mats to bikes and exercise devices, cashing in on the growing interest in physical fitness and an active way of life.

Decathlon takes on Nike, Adidas, Puma and regional brand names in India's sports goods market, which, according to market estimates, is expected to grow 69% to $6.6. billion from 2020 to 2027.

Decathlon, known for its cavernous shops that often have actually a. playing field connected, said it plans to increase its network to. 190 shops, from the 110 shops currently. It has 1,700 shops. internationally.

The company makes cricket bats, most of its hockey equipment as. well as other products in India. Presently, 68% of its India. sales are locally-made products and the business aims to improve. this figure to 85% by 2026.

Decathlon is anticipating to double its company in the country. in the next 3 to 5 years, Decathlon India CEO Sankar. Chatterjee stated, according to regional media reports.

Earlier this year, Decathlon stated India is a priority market. and anticipates it to be amongst its leading 5 markets worldwide within. 5 years.

The business's sales in India jumped 37% to 39.55 billion. rupees ($ 471 million) in the year ended March 2023, exceeding. the 1.14% sales increase at the group level, Economic Times had. reported.

Decathlon's growth strategies come as billionaire Mukesh. Ambani's oil-to-telecom conglomerate Reliance group is looking. to launch a sports format shop to compete with Decathlon.

(source: Reuters)