Decathlon India plans to expand its business-to-business (B2B) segment by focusing on primary schools, smaller cities, government sports programs, and sporting communities, according to Raghwendra Singh, the company's wholesale director. The wholesale business has grown 20-fold over the past five years and now accounts for 10% of Decathlon India's revenue, the company said on September 11, 2026.
The company has been steadily increasing its wholesale footprint across India, leveraging partnerships with schools and local sports organizations to drive growth. Singh highlighted that the next phase of expansion will target government initiatives and smaller urban centers, where sports infrastructure and demand are rising. This approach aims to tap into new customer bases beyond traditional retail outlets, broadening Decathlon's reach in the Indian market.
Decathlon's move aligns with broader trends in the Indian sports goods sector, where B2B channels are gaining importance amid rising government investment in sports and fitness. The company's wholesale growth contrasts with many peers that focus primarily on direct-to-consumer sales. By diversifying its distribution, Decathlon is positioning itself to capture demand from institutional buyers and community programs, which could drive sustained revenue growth.
Decathlon India’s wholesale business now contributes 10% of its total revenue, a significant increase from five years ago when it was minimal, according to livemint.com. This milestone underscores the growing importance of B2B channels in the company’s India strategy.