Decathlon India’s B2B business has grown 20-fold over the past five years and now accounts for around 10 per cent of the sports retailer’s India revenue, as rising interest in sports and wellness opens up demand beyond its stores and e-commerce channels.
The company, which entered the B2B segment in 2018, currently works with around 20,000 partners across the country and plans to double that base to about 40,000 over the next three to four years, said Raghwendra Singh, Wholesale Director, Decathlon Sports India.
The B2B business spans corporates and small enterprises, schools and institutions, resellers and retailers and government and defence requirements.
The company is also present on the Government e-Marketplace and other government channels.
Corporate gifting
One of the emerging areas is corporate gifting, where companies are increasingly moving beyond conventional electronics and utility products toward sports and wellness products. Employee induction kits are also seeing demand for sporting gear, while gift cards allow employees to choose products based on their interests.
“Gifting becomes a prominent vertical for us” during the festive season, Singh said, adding that it is expected to account for more than 25 per cent of revenue during the September-to-New Year period.
Decathlon is also seeing opportunities beyond metro cities, where resellers, retailers and smaller government organisations are driving demand.
Repeat purchases are an important part of the business, particularly as organisations expand their sporting and wellness programmes.
On local manufacturing, Singh said that a a big chunk sold by Decathlon in India are made in the country. Products customised for specific B2B clients are also manufactured locally, allowing the company to respond to local requirements.
The company expects its B2B business to grow in line with the broader sports market, rather than targeting a specific future revenue share. Singh said increasing grassroots participation, the growth of running and other sports communities, and initiatives such as Khelo India could further expand the market.
“The next revolution could be a sports revolution in India,” he said.