66
/ 3
Min Read
Decathlon Sports India, the leading multi-specialist sports brand, today announced the rapid expansion of its B2B business, evolving into an integrated sports solutions partner. The wholesale business of Decathlon Sports India has grown 20X over the last 5 years, with Wholesale business now contributing about 10% of Decathlon India's total revenue.
Standing at the intersection of nationwide strategic partnerships and localized manufacturing, Decathlon Sports India delivers world-class sports and fitness solutions made in India, for India. The Wholesale business of Decathlon Sports India now delivers across 20,000 pin codes of India, reaching over 90% of the country. Tier 2 and Tier 3 regions, including high-altitude terrains across Jammu & Kashmir, Leh & Ladakh, Himachal Pradesh and the Northeast, contribute more than 40% of total B2B revenues.
Positioned as the Original Equipment Manufacturer (OEM) on the Government e-Marketplace (GeM), the B2B business of Decathlon Sports India has fulfilled 1000 + orders across multiple sports categories, supplying high-altitude expedition tents, cycles, footballs and field equipment directly to more than 500 government organizations and PSUs.
The B2B business of Decathlon Sports India serves key sectors across the country:
- Defence: Serving defence and police personnel and their families nationwide through CSD Army Canteens and Kendriya Police Kalyan Bhandar (KPKB).
- Corporates & Entities: Partnering with 20,000+ corporate clients & entities and some of the biggest Business conglomerates for workplace sport & wellness and customized gifting solutions.
- Education, Non-Profits & Communities: Equipping students and local communities through 500+ educational institutions, non-profit organizations and community foundations nationwide.
To expand accessibility beyond institutional channels, Decathlon Sports India partners with marketplaces like Myntra, Ajio, Tata Cliq, and Firstcry, alongside quick-commerce platforms Blinkit, Zepto, and Swiggy across 300+ cities.
To further fuel well-being at scale, the Wholesale business of Decathlon introduced its 'Gift a Sport' initiative, encouraging companies, schools, and organizations to replace conventional corporate gifting with active wellness solutions for their employees and students.
Aligned with the Government of India’s Make in India vision, this localized supply chain ensures high-performance gear remains accessible, durable and tailored specifically for Indian needs.
Raghwendra Singh, Wholesale Director, Decathlon Sports India, says,"Wholesale stands as a core growth pillar at Decathlon Sports India, now contributing about 10% of our overall business. From a national perspective, a robust B2B sporting ecosystem is vital for India's development, supporting overall wellbeing across communities. At the same time, we are supporting employee health across enterprise India and strengthening our domestic manufacturing supply chain. Through our localized 'Make in India' network and dedicated distribution across GeM, quick commerce, institutional channels, and gift cards, we are building an active nation while scaling our wholesale footprint nationwide."
Going forward, the Wholesale business of Decathlon Sports India will strengthen its ties with government bodies, defence units and corporate India while continuously expanding its local manufacturing base to support scale and affordability.
