Key Highlights
Global sports retailer Decathlon has announced ambitious plans to boost its local sourcing from India to $3 billion by 2030, nearly tripling its current levels and supporting India’s “Make in India” vision.
This massive expansion is e...
Key Highlights
Global sports retailer Decathlon has announced ambitious plans to boost its local sourcing from India to $3 billion by 2030, nearly tripling its current levels and supporting India’s “Make in India” vision.
This massive expansion is expected to create more than 3 lakh (300,000) direct and indirect jobs across India’s manufacturing ecosystem within the decade, spanning production, supply chain, and retail networks.
Currently, India accounts for about 8% of Decathlon’s global sourcing volumes; the company aims to raise this share to 15% by 2030, emphasizing categories with high growth potential such as footwear, fitness equipment, advanced sports textiles, and technical products.
Decathlon’s domestic footprint includes 113 manufacturing sites, 83 suppliers, and 7 production offices located across India, empowering a strong domestic ecosystem that supports both Indian retail demand and global exports.
Over 70% of the products sold by Decathlon in India in 2025 are Made in India, a figure targeted to increase to 90% by 2030 as the company deepens local production capabilities.
Decathlon plans to expand its retail presence to over 90 Indian cities by 2030, linking widespread consumer access to its enhanced local manufacturing base.
Driving Factors Behind the Expansion
The relatively modest current share India holds in the global sports goods sector—despite its $18 billion domestic market—presents significant growth opportunities. Decathlon sees India as a strategic manufacturing hub to serve both domestic and international markets.
Strong government support through initiatives like the recently approved “Khelo Bharat Niti 2025” aims to bolster domestic manufacturing of sports goods, aligning well with Decathlon’s vision and supply chain localization goals.
Investment in product innovation and quality enhancement is integral, including co-developing woven and knit sportswear textiles and new categories like electronic fitness devices (e.g., hand massagers, wearables, and treadmills) for future local manufacturing.
Decathlon India CEO Sankar Chatterjee emphasizes that quality, speed, and omni-channel expansion remain the pillars powering their growth, making sports more accessible while supporting sustainability and production excellence.
Economic and Social Impact
The surge to $3 billion local sourcing is poised to significantly strengthen India’s sports goods manufacturing ecosystem, increasing employment opportunities across urban and semi-urban areas including skilled, semi-skilled, and unskilled segments.
The job creation estimate of over 300,000 includes direct factory workers, supply chain operators, logistics, retail staff, and ancillary service providers. This will contribute to socioeconomic upliftment, especially in regions where production centers are located.
Enhanced manufacturing capabilities will reduce import dependence, foster self-reliance, and position India as a critical supplier in global sports retail chains.
Decathlon’s increased exports from India will further boost the country’s trade profile and enhance the competitiveness of Indian sports goods in international markets.
Strategic Vision and Future Plans
Decathlon aims to integrate its production and retail ecosystems across more than 90 cities, enabling closer customer engagement, faster delivery, and demand-driven production cycles.
The company is exploring expansion into diversified sports categories and technologically advanced product lines, including nutrition products such as energy bars, gels, whey proteins, and multivitamins, broadening its domestic and global offerings.
Strong partnerships with local suppliers and the use of advanced supply chain management techniques will underpin sustainable business growth and help accommodate rapidly evolving consumer preferences.
Conclusion
Decathlon’s commitment to tripling its local sourcing to $3 billion by 2030 with a concomitant generation of 3 lakh jobs signals a transformative leap for India’s sports manufacturing landscape. Anchored in product excellence, supply chain localization, and extensive retail expansion, this initiative not only aligns with India’s national manufacturing and employment goals but also elevates the country’s stature as a key player in the global sports retail ecosystem. Through sustained investment and innovation, Decathlon is charting a roadmap for inclusive growth that empowers local communities while delivering world-class sporting goods backed by Indian craftsmanship.
Sources: Economic Times, IANS Live, Reuters
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