Decathlon intends to increase its sourcing from India to achieve 90-95% local production, given that 60% of its items are now manufactured there.

Decathlon is making a significant bet on India's economic success at a time when Indian consumers are becoming more interested in sports and leading a healthier lifestyle. Over the next few years, India is expected to rank among the top five markets for major sporting goods retailers. In a bid to keep its products affordable, the business, which operates in India under a single-brand FDI retail policy, also plans to increase sourcing from the country. 

The firm unveiled a new strategy built around a narrower focus on innovation and sustainability, along with a new positioning and corporate design that includes a new "orbit" logo. "At Decathlon, we want to have a greater positive impact on people, society and the planet through 'Moving People Through the Wonders of Sport,'" said Barbara Martin Coppola, Decathlon's global CEO, during a press conference. We have developed a new plan that builds on this new goal and will help us gradually improve many areas of our company. This means modernizing our business from top to bottom, accelerating the transition to sustainability and revamping our customer experience.

Talking about plans to increase sourcing, Dykes said that in terms of quantity, 60% of the brand's products are now manufactured in India. Only a small number of nations have ever accomplished this feat. In order to pass on the savings and increase the availability of our products, we aim to reach 90-95%. With Prime Minister Modi promoting 'Make-in-India', the collaboration has been going quite well. We have the capacity to "Make-in-India" and export to any country in the world.