Decathlon to invest $111m in India expansion

It will be used to increase the number of stores and boost local manufacturing.

Decathlon will invest $111m (€100m) in expanding its presence in India over the next five years.

According to Reuters, the funds will be used to increase the number of stores and boost local manufacturing.

Since its entry into India in 2009, Decathlon has capitalised on the growing fitness trend, offering a variety of sports equipment. The Indian sports goods market is projected to grow by 69%, reaching $6.6b between 2020 and 2027, with competitors like Puma and local brands also vying for market share.

Decathlon plans to expand its store network from the current 110 to 190 locations. The retailer, which operates 1,700 stores globally, is also focusing on increasing the proportion of locally-made products. Currently, 68% of Decathlon's sales in India are from domestically produced items, with a goal to raise this figure to 85% by 2026.

Sankar Chatterjee, CEO of Decathlon India, aims to double the company’s business in India within three to five years. 

Decathlon has also identified India as a priority market and expects it to become one of its top five global markets within five years.