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Decathlon invests Rs 9.3 billion to boost local manufacturing in India
Industry News- Aug 26,24
Currently, around 8% of Decathlon's global product range—including all cricket bats, accessories, and most hockey equipment—is produced in India.
French sporting goods retailer Decathlon is ramping up its investment in India, aiming to increase local manufacturing and sourcing as global brands seek stability amid rising geopolitical tensions. Steve Dykes, Global Chief Retail and Countries Officer, Decathlon, emphasised that the company views ‘Make in India’ as a strategic hedge against geopolitical instability.
Decathlon announced a fresh investment of 100 million euros in India, raising its total investment commitment in the country to over 200 million euros. "There is immense potential in India, and given the current geopolitical climate, increasing our production here makes strategic sense. We already manufacture many of our products in India, which helps us maintain affordability and accessibility for our Indian customers," Dykes said.
Dykes noted that the 'Make in India' initiative not only allows the company to be less dependent on imports, thereby remaining competitive, but also acts as a safeguard against supply chain disruptions and longer lead times that have become more common since the COVID-19 pandemic. The newly announced investment will be spread over five years.
Currently, around 8% of Decathlon's global product range—including all cricket bats, accessories, and most hockey equipment—is produced in India. The company aims to increase this share to over 10% within the next three years.
(TOI)
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