French sportswear giant Decathlon is strengthening its India operations, eyeing 175 stores and ₹4,100 crore in revenue as the country becomes a top-priority market. Currently operating 132 stores across 55 cities, the company plans to add 10–15 outlets annually, expanding into tier 3 and 4 cities beyond its existing presence in metros and tier 2 locations like Kanpur, Solan, and Lucknow.

In FY24, 84% of Decathlon India’s revenue came from physical retail, 10–11% from D2C, and 5–6% from wholesale. CEO Sankar Chatterjee noted the company is focused not just on expansion but on ensuring each store delivers strong growth.

To meet rising demand, Decathlon aims to nearly double its local production capacity from 8 to 15 billion units. 70% of its India-sold products are locally made, contributing to 60% of the company’s turnover in the country. India now accounts for 8% of Decathlon’s global sourcing.

The company is also enhancing its supply chain infrastructure with large warehouses in Bengaluru, Delhi, Mumbai, and an upcoming facility in Kolkata. It’s also leveraging dark stores to serve quick commerce and e-commerce demand.

Decathlon is increasingly investing in B2B and wholesale channels, partnering with over 3,000 resellers and 6,000 corporates, especially in underserved areas. The brand is bullish on quick commerce, partnering with Blinkit, Zepto, and Swiggy Instamart for instant delivery.

Meanwhile, the brand continues to shift its focus from traditional media to digital-first advertising and city-center experiential retail formats, blending online and offline journeys.