Global sports retail giant Decathlon has announced an ambitious plan to triple its local sourcing from India to $3 billion by 2030, up from the current $480 million.
Decathlon aims to reinforce its manufacturing presence in India as part of its wider strategic plan.
This effort also includes generating over 3 lakh direct and indirect jobs throughout its production ecosystem.
Decathlon’s announcement comes as it marks 25 years of operations in India.
This milestone highlights the company’s enduring dedication to the country’s industrial and retail development.
The company aims to increase the share of locally sourced products sold in its Indian stores from 70% to 90% by the end of the decade.
Decathlon Expanding Production and Retail Footprint
Decathlon currently operates 132 stores across 55 cities in India and plans to expand its retail presence to over 90 cities by 2030.
Decathlon’s expansion will be anchored by a strong manufacturing network spread across India.
This includes 113 operational facilities, 83 suppliers, seven production offices, and a specialized design centre.
Decathlon’s sourcing strategy prioritizes high-growth segments like footwear, fitness equipment, and technical textiles.
It also includes culturally significant products such as Yoga and Cricket gear, which are now entirely designed and manufactured in India for global distribution.
Decathlon Job Creation and Economic Impact
Decathlon’s sourcing surge is expected to generate 3 lakh new jobs, both directly and indirectly, across its supply chain.
This includes roles in manufacturing, logistics, design, and retail operations.
India’s production strengths in quality, speed, and innovation have gained significant recognition from Decathlon’s leadership.
These capabilities have become vital to the company’s global supply chain strategy.
“India has become a cornerstone of our worldwide production,” said Frederic Merlevede, Decathlon’s Global Head of Production.
“We’re not just building products in India—we’re building the future of sport, made in India, for India and the world”.
Alignment with National Policies and Trade Opportunities
The Indian government’s ‘Make in India’ initiative, which promotes local manufacturing, aligns closely with Decathlon’s expansion strategy.
It also supports the goals of the newly introduced ‘Khelo Bharat Niti 2025’, designed to strengthen domestic production of sports equipment.
Decathlon voiced confidence in the proposed India-EU Free Trade Agreement, seeing it as a strategic opportunity.
The agreement could strengthen its export potential, particularly across European markets where the company has a solid footprint.
Currently, India contributes 8% of Decathlon’s global product output.
The company intends to increase this share to 15% by 2030, reinforcing India’s role as a central hub in its global sourcing network.
Focus on Affordability and Accessibility
Decathlon India CEO Sankar Chatterjee highlighted the company’s commitment to making sports more accessible through affordable pricing and frugal business models.
Decathlon is diversifying its product range to include wellness items and advanced technical gear.
The retailer is expanding into specialized segments like horse riding and road cycling.
These additions reflect the changing tastes and growing interest of Indian consumers in diverse sporting activities.
“Our quality and speed in local manufacture have helped us increase retail and offer a more comprehensive Made in India range,” Sankar said.
“We prioritize excellence as we expand into omni-channel shopping and make sports more accessible to Indians”.
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