Sportswear brand Decathlon India has opened its 12th store in India in the Delhi-NCR region. The brand does not believe in blindly applying the French concept to the Indian market. Instead, it customizes offering and becomes as local as possible. Starting with the license of cash and carry stores, the brand is now one of the largest sports retailers in the country. In the last ten years, it has been engaged in product innovation, design, product, research and development logistics.
The brand believes only 5 per cent of the Indian population actually consumes sporting gear. Hence, there is a large share of population that is still untapped. The unorganized market in this space has just started to open up, creating room for everybody. The market has a good balance of both international brands and local shops. As Decathlon is placed right in between these two, it caters to the needs of its local customers and provides high standard products at affordable rates.