Even while storefronts in India offer the French company’s products, sporting goods retailer Decathlon has begun advertising competitors like Adidas and Garmin to link customers and sellers online.
About 15-20% of the company’s ₹4,500 crore annual revenue in India comes from online sales, with shoes accounting for 30% and clothing for 32%.
A quarter of Decathlon’s sales comes from competing brands worldwide, but in India, the company sells everything under its own labels, compliant with local regulations, from running shoes to climbing gear. India allows 100% FDI in single-brand retail, where several items are marketed under a single name. Decathlon, Ikea, Nike, and Adidas are examples of corporations that have used this strategy.
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