Decathlon plans to add ten to 15 new stores every year in India. Credit: Veja/Shutterstock.

French sporting goods giant Decathlon has announced a significant investment of Rs9.33bn ($111.31m) in India.  

The expansion strategy will bolster the brand’s retail presence and manufacturing capabilities up to 2029.

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The retailer, which currently operates 110 stores, plans to increase its footprint by adding between ten and 15 new outlets every year, increasing its network to 190 outlets over five years.

The retailer is also focusing on enhancing its manufacturing operations in India.  

68% of the products sold by Decathlon in India are currently locally produced.  

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Decathlon India CEO Sankar Chatterjee was quoted by The Hindu Business Line as saying: “We are aiming to take the domestic manufacturing for Decathlon India to 85% by 2026.” 

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In addition to physical retail expansion, Decathlon plans to accelerate its online sales and adopt an omni-channel approach.  

This includes a significant investment in digital channels to complement its brick-and-mortar stores.  

The company entered the Indian market in 2009. 

The Indian sports goods sector is projected to grow by 69% to $6.6bn from 2020 to 2027, according to the India Brand Equity Foundation. 

Decathlon’s sales in the country soared by 37% to Rs39.55bn ($471.46m) in the year ended 31 March 2023. 

In March 2024, Decathlon adopted a new strategy based on digital innovation, sustainability and health, and diversity.