Decathlon has strengthened its presence in India's growing kids sports market through a strategic partnership with FirstCry. Through this collaboration, Decathlon's range of children's sports products and equipment will become available to FirstCry's large base of parents and young consumers across the country. The partnership is aimed at increasing access to sports products for children and supporting greater participation in sports and physical activities at an early age. Under the arrangement, FirstCry will offer a curated selection of Decathlon's products across categories designed for young athletes, fitness enthusiasts and active lifestyles. The move comes as demand for children's sportswear, sports equipment, outdoor play products and fitness accessories continues to grow in India, with parents increasingly investing in sports-related products as awareness around health, fitness and structured sporting activities rises among younger age groups.
Decathlon India's wholesale business has undergone a remarkable transformation, growing 20-fold in five years and now contributing approximately 10% of India revenue. According to wholesale director Raghwendra Singh, as reported by Business Standard, the French sporting goods retailer is positioning this segment as a meaningful growth engine rather than a sideline operation. The company currently operates over 100 stores across tier-1 and tier-2 cities including Hubli, Mangalore, Meerut and Rajkot, with plans to achieve double-digit growth in the B2B segment. Decathlon is targeting India's under-penetrated markets beyond metropolitan areas, with over 80% of India's population living beyond tier-1 cities. The company currently works with over 20,000 partners across India, with 40% of B2B revenue coming from tier-2 and tier-3 cities. Decathlon's distribution footprint now reaches over 300 cities through multiple channels including its own B2B platform, external marketplaces, quick-commerce channels and platforms serving government and armed-forces customers.
Decathlon's B2B business has demonstrated strong performance across India's diverse geographical regions. High-altitude terrains across Jammu & Kashmir, Leh & Ladakh, Himachal Pradesh and the Northeast contribute more than 40% of total B2B revenues, as reported by Business Standard. The wholesale business now delivers to more than 20,000 pin codes across India, covering over 90% of the country. Decathlon India's wholesale arm is evolving into an integrated sports solutions partner, expanding its footprint to defence establishments, government bodies and over 20,000 corporate clients and entities. The company is positioned as the Original Equipment Manufacturer (OEM) on the Government e-Marketplace (GeM), having fulfilled 1000+ orders across multiple sports categories and supplying high-altitude expedition tents, cycles, footballs and field equipment directly to more than 500 government organisations and PSUs.
Decathlon India's operating revenue grew by 3% to ₹4,133 crore in FY25, though the company slipped into a net loss of ₹65 crore from a profit of ₹197 crore in the previous year. According to company filings with the registrar of companies, these losses were primarily due to increased investments for store and manufacturing capacity expansion in line with its €100 million investment target. The company has announced ambitious plans to double revenue to ₹8,000 crore, hire 2,500 people and invest €100 million in India by 2030. India's sports goods market is projected to grow from $52 billion in 2024 to $130 billion by 2030, according to a November 2025 report by Deloitte and Google. With corporate gifting emerging as an additional B2B opportunity, the company aims to combine its existing product capabilities with customised corporate solutions, with Surya Roshni expecting the business to reach ₹300 crore in revenue by 2030.
Decathlon is focusing on multiple B2B segments including primary schools, smaller cities, government sports programmes and sporting communities. Singh highlighted that schools are expected to become one of the more significant opportunities, particularly at the grassroots level with primary schools where access to quality sporting equipment can help children discover and sustain sports interest. The company is also targeting micro, small and medium enterprises (MSMEs) in smaller cities, defence organizations, government programmes, clubs, sporting institutions and residential welfare associations. Singh noted that the shift in corporate behavior since COVID-19 has companies increasingly turning to sporting goods and wellness products as employee gifts, moving away from traditional electronics and household products. The partnership with FirstCry strengthens Decathlon's sports and active lifestyle offering within the children's category, with the company expanding beyond traditional baby and kids products by introducing new categories that cater to evolving consumer needs.
