Multi-specialist sports brand Decathlon Sports India today announced the rapid expansion of its B2B business, as it evolves into an integrated sports solutions partner. The company’s wholesale business has grown 20x over the last five years and now contributes about 10% of Decathlon India’s total revenue.
Standing at the intersection of nationwide strategic partnerships and localized manufacturing, Decathlon Sports India delivers sports and fitness solutions made in India, for India. Its wholesale business now delivers across 20,000 pin codes, 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 an Original Equipment Manufacturer (OEM) on the Government e-Marketplace (GeM), Decathlon’s B2B business has fulfilled over 1,000 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 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 and entities, including some of the country’s largest business conglomerates, for workplace sport and wellness programmes and customised gifting solutions.
- Education, Non-Profits & Communities: Equipping students and local communities through 500+ educational institutions, non-profit organisations and community foundations nationwide.
To expand accessibility beyond institutional channels, Decathlon Sports India partners with marketplaces such as Myntra, Ajio, Tata Cliq and Firstcry, as well as quick-commerce platforms Blinkit, Zepto and Swiggy Instamart, across 300+ cities.
To further promote well-being at scale, the wholesale business has introduced its “Gift a Sport” initiative, encouraging companies, schools and organisations to replace conventional corporate gifting with active wellness solutions for 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 to Indian needs.
Raghwendra Singh, Wholesale Director, Decathlon Sports India, said, “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, Decathlon Sports India’s wholesale business will strengthen its ties with government bodies, defence units and corporate India, while continuing to expand its local manufacturing base to support scale and affordability.
