Decathlon India Accelerates Expansion and Launches Kiprun

Decathlon Sports India is accelerating its retail and manufacturing expansion to capture the country's growing sportswear demand. The subsidiary of the French sporting goods retailer reported revenue of Rs 4,133.10 crore for the financial year 2025.

Decathlon currently operates 132 stores in India and is targeting a network of 200 by 2030. Over half a dozen new outlets are planned for the next quarter alone. The company recently expanded to the northeast with its first store in Guwahati, Assam, and is now deepening its wholesale and reseller network across the region, including in Shillong. CEO Sankar Chatterjee views the rising competition from players like Reliance Retail as a sign of market expansion rather than a direct threat.

Financial performance and manufacturing investment

Decathlon is investing 100 million euros to build and strengthen its manufacturing ecosystem in India. Half of the quantity sold in its Indian stores this year is already Made in India. Footwear is a key focus area for this localisation push. The company is building capability in this category by investing in technology and talent, including product managers and engineers. This marks progress on its earlier commitment to strengthen its domestic manufacturing base.

Current growth and upcoming annual report expectations

The retailer is currently clocking growth a little higher than double digits in the ongoing fiscal year. Its annual report for the last financial year is expected within a month. That report is likely to show growth on the higher side of single digits along with a favourable bottom line.

Launch of Kiprun running sub-brand and market opportunity

Decathlon introduced its expert running sub-brand, Kiprun, in India on Friday. The brand, already launched in several global markets, caters to beginner, intermediate, and elite runners with footwear, apparel, and accessories. This year, Decathlon is introducing 35 new Kiprun products, including 17 high-performance running shoes.

The company aims to double its running sports business turnover in India over the next four years. It is currently in the running segment at a little less than the Rs 500 crore mark. The broader running segment in the country is targeted to nearly double overall within four to five years, given growing sport participation.

Market context and strategic watchpoints

The Indian running gear market is expanding rapidly. It grew from USD 2.5 billion in 2025 to USD 2.7 billion in 2026 and is projected to reach USD 4.9 billion by 2034. This growth is supported by a surge in organised running events, which numbered around 2,000 in 2025, up from 500-600 in 2018.

On strategy, Decathlon is closely watching the potential impact of a Free Trade Agreement between India and Europe on local manufacturing. Regarding retail formats, the company remains focused on its own brands for now when considering the possibility of a multi-brand retail licence. Decathlon aims to double its running sports business turnover in India over the next four years.