Decathlon has announced plans to increase its Indian sourcing to US $ 3 billion by 2030, marking its 25-year manufacturing anniversary in the country. The action highlights the brand’s dedication to expanding its footprint in India and supporting the government’s ‘Make in India’ initiative by further enhancing local production capabilities for domestic consumption as well as global supply chains.
India presently supplies 8% of Decathlon’s global sourcing, a figure the company plans to increase to 15% by the end of the decade. Of note are high-potential categories such as footwear, fitness equipment and technical textiles.
Currently, more than 70% of Decathlon’s products offered for sale in India are locally manufactured—a goal aimed to be achieved at 90% by 2030. The organisation has a widespread network of manufacturing consisting of one design centre, 113 factories, 83 suppliers and seven manufacturing offices. The company is also investing in category spaces relevant in the market such as yoga and cricket, with cricket equipment totally designed and made in India.
To facilitate this growth, Decathlon will generate over 300,000 direct and indirect employment opportunities in its supply chain and manufacturing base. With 132 stores in 55 cities, Decathlon plans to extend its retail reach to over 90 cities by 2030. The company’s growth strategy is centered around strengthening its product categories and aligning production closely with retail demand.
Sankar Chatterjee, Decathlon India CEO, pointed out that India’s strong manufacturing ecosystem has played a big role in driving the growth of the brand—both from city centres to mall stores. He observed that the quality and agility of local manufacturing have allowed Decathlon to provide a varied product portfolio suited to Indian sports users. Chatterjee highlighted that manufacturing excellence will drive the company’s omni-channel growth and long-term sustainability objectives.
Frederic Merlevede, Global Production Head, referred to India as a crucial pillar of Decathlon’s global sourcing operations and praised the country’s performance on quality, innovation and speed. Deepak D’Souza, head of production in India, reiterated this view, saying in the future that efforts would focus on innovation, intelligent production techniques and sustainability.
