Decathlon aims to make India a top five market; unveils new logo

Decathlon, the renowned French sports brand, has announced its ambitious plans to elevate India to one of its top five markets within the next five years. Speaking at an event in Paris, Steve Dykes, Chief Retail and Countries Officer, revealed the company's strategy to open 10 new stores annually in India. This announcement came alongside the unveiling of Decathlon's new logo, the "Orbit," and a refreshed brand identity.
Highlighting India's immense domestic market potential, Dykes noted that 60% of Decathlon products sold in India are already locally manufactured. The company aims to increase this figure to 90% to 95%, emphasizing its commitment to localization and supporting the 'Make In India' initiative championed by Prime Minister Modi.

With 122 stores spread across 19 states in India, Decathlon's expansion plans signify a significant investment in the country's burgeoning sports retail sector. Dykes expressed confidence in India's trajectory, stating, "India is already in the top 10 markets, and we want it to get into the top five. I feel we are really on the right track at the moment."

Decathlon is also prioritizing sustainability by sourcing components as close to India as possible, aligning with global efforts towards eco-friendly practices. Dykes underscored the shifting sporting culture in India, with a growing number of individuals pursuing sports as a career path. Barbara Martin Coppola, Global CEO of Decathlon, emphasized the importance of making sports enjoyable and accessible, particularly in a world marked by increasing stress, sedentary lifestyles, and overconsumption. Coppola highlighted the role of sports in promoting health and well-being, reflecting Decathlon's commitment to fostering an active lifestyle culture.Coppola expressed admiration for the burgeoning sports culture in India, particularly among the middle class, attributing it to rising incomes and a growing economy.

Decathlon's comprehensive approach, combining expansion plans, localization efforts, sustainability initiatives, and advocacy for sports participation, positions the brand as a significant player in India's sports retail landscape, poised to cater to the evolving needs of consumers in the region. Decathlon plans to intensify local production and sourcing in India, aiming to increase local sourcing to 85 percent of the sports goods sold in the country within the next two years.