Decathlon to push production, expansion investments in India: CEO

Sports retail giant Decathlon has called India as one of its most important global markets, and is ramping up investments and elevating its presence in country.

Global CEO Barbara Martin Coppola  said French chain anticipates a continuation of high growth from India.

country is also coming up as an integral manufacturing hub for Decathlon, she ded, from where 65 per cent of production is exported to global markets.

India is also among top ten global markets for Decathlon, and on an urd trajectory at twice rate of ors, Coppola stated.

Decathlon first entered India market in 2009, she said, and is operating a network of 129 stores in country.

Speaking on evolving sports culture in India, Coppola said she is “really impressed” with how sports culture is evolving in India, specifically among middle class.

y are slowly engaging mselves in different forms of sports, as ir income levels rise with growth of ecomy.

"We see a real appetite for overall sports consumption, people wanting to try new experiences. And to be honest, re is an energy that is just beautiful to see at stores... for Decathlon, (India) for sure is one of major markets," she said in an interaction with PTI.

Pertaining to India investments, Coppola said Decathlon plans to accelerate local production and sourcing, expanding its retail sales network in country.

She did t outline a specific number, but said y are accelerating presence from a retail as well as a production perspective.

In terms of outlook for India and its role in global operations, Coppola said it is a major country for Decathlon on back of digital techlogy, creativity of production and experiences that make it interesting for world.

"I am very impressed by kw-how, which has been acquired progressively," she ded.

Bike manufacturing is t a simple task, but India is manufacturing m and also backpacks, tents and textiles - with range continuing to increase, Coppola pointed.

Decathlon is also looking at taking up local sourcing of sports goods sold in country from 60 per cent currently to 85 per cent in coming two years.

"Currently 65 per cent of what is produced in India (by Decathlon) is exported. That part would grow bigger and continue to grow," Coppola ded.

When asked about growth drivers for Decathlon in India, Coppola said re are different factors, with overall society getting into sports.

This is opposed to only 5 per cent of Indian population participating in sports earlier, which is w having more growth as different sports are being opted. re are more avenues for sporting in India, she ded.

This is also helped by factors such as a rise in income, which les to "more wealth, more spending on sports and leisure".

"w India has more unicorns, experiences and kw-how that exist in ecosystem of India, re are fantastic opportunities and sports is one of industries, which is exploding. re would be many more," she ded.

Decathlon's app has seen close to 29 million downlos in country, Coppola said, and ded that brand has been able to offer "one of best omni-channel experiences -  involving t just sale of sports goods but also giving m for sports-related activities at stores.

Decathlon is official partner for Paris 2024 Olympics, and said it would be delighted if India gets an opportunity to  host major international multi-sport event. Indian government is bidding to be a host for Olympics in 2036.

Decathlon, which started from being  a cash-and-carry retailer when it entered country in 2009, was given approval for being a single-brand retail by government in 2013.

Decathlon India’s sales registered a 37 per cent growth of Rs 3,995 crore in March financial year.

(With PTI Inputs)