Win In India?

Revenue (INR Crores)

[FY 2022 / Rs. 1 Crores = USD120k]

2936

1551

814
417
251

Decathlon Adidas Nike Reebok Asics

 106 Stores in 20 States

First Store
in 2009
 Market

Typically bought their Typically bought their

cheap gear from the gear from high-end
nearby small stores. stores in malls.

With economic growth in India, people become

more willing to try new sports other than cricket,
tennis, or badminton. However, most stores didn’t
sell much gear for other than the ‘popular’ sports.
 Players

Large Brands Smaller Brands

Running Expensive Too many

products sold smaller brands
in high-end from small
stores. scale
Gym-gear industries.
Cheap and
poor-quality
products.
Brands
Popular ‘focused’ one Sold through
Sports sport, sold in small nearby
(Cricket, specialized ‘sports-good’
Tennis sport shops. shops.
etc.)

Other Almost impossible to find gear for

Sports other sports such as skating, cycling
etc.
 Problem

Large players like Adidas, Nike and Reebok sold

expensive running shoes and gym wear primarily
to ‘Elites’ and ‘Casual Enthusiasts’. They not only
made expensive products but also, they did not
make products for other sports.

Too many small players, unrecognizable brands

with poor quality products for cycling, rowing,
camping and other lesser-known sports.

Customers could not find a good quality,

affordable gear for any sport other than cricket,
tennis, or badminton.
 Opportunity

‘Beginners’ and ‘Hopefuls’ were starting to earn

more, thanks to the booming per capita income
that grew from $369 in 1990 to > $1,000 in 2009.

Large influx of expatriates in the ‘beginners’ and

‘hopefuls’ populations with more exposure and
interest to try new sports.

Inexpensive, high-quality gear for

all sports under one roof.
“
Strategy is the creation of a
unique and valuable
position, involving a
different set of activities.
- Michael Porter
Where to Play?
 Position
1

Instead of going after ‘Elites’ and

‘Casual Enthusiasts’ Decathlon chose
to go after ‘Hopefuls’ and the
‘Beginners’.

Choosing to win in these segments

avoids direct competition with the
large brands such as Adidas, Nike and
Reebok.

Unlike the large brands that focus on

one or few sports, Decathlon chooses
gear for over 60+ sports.
How to Win?
 Innovation
2

Listen to customers,
Easybreath Mask
invest in ideas and
first snorkeling
innovation to make
face mask that lets
highest quality gears
you see and
at affordable price.
breathe in water as
easily as on land,
Quechua 2 Second
developed after 30
Tent – A tent you
prototypes, and 50
could set up in just 2-
lab and field tests.
seconds.
 Efficiencies
3
• In-house R&D
• Production optimization
• Lower packaging costs (no
shoe boxes)
• Warehouses closer to stores
• Integrated retail stores
• No brand ambassadors
unlike large brands
 Customer Focus
4

Customer is at the center of everything

done – innovation, cost, and experience.

365 day Store format to allow in-

return policy store experience for the
customers, especially the
60+ sports ‘beginners’ and the
covered ‘hopefuls’

In-store experts hired based on their

interest in sports.
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Farzan Sajahan