Thread by @FinFloww

In 2015 Nike and Adidas were struggling to create a market in India

The reason? India has NO sporting culture!

But to their utter SHOCK, a newcomer came and snatched away the sporting market in just 3 years

Here's how DECATHLON became the #1 in India:

The sports community is filled with products from Nike to Adidas & from Reebok to Puma and what not.

But the French brand, Decathlon—founded in 1976 by Michel Leclercq is breaking through these monopolies ever since and establishing it’s presence in the ecosystem.

But What makes Decathlon stand out from any other brand in the competition?

You see, India specifically has no sporting culture. Besides a few beloved ones, most of the other sports are neglected.

But times are changing now. With initiatives like “The Khelo India Youth Games”, the Indian government is encouraging the youth to engage in these forsaken sports. Subsequently, people are faced with a hiccup.

See, Humans work because they have to but they play because they want to.

Not everyone has the luxury to own kits of the sport they want to play—especially the middle & the lower classes which is the majority!

This is why Decathlon looks at India as its biggest growth opportunity!

They are changing the way people perceive sports—sustainably making the pleasure and benefits of sport accessible to the many. It aims to make sports accessible to every person in the world.

To rope in customers, Decathlon uses simple yet effective strategies:

-Starting off, India is a price-sensitive market. It is more inclined towards design and comfort rather than performance.

Burning a hole in the pocket for playing beginner and intermediate-level of sports isn’t ideal and that’s where Decathlon jumps in.

It sells quality products at affordable prices.

-but how much ever affordable a product might be, Indians like to try out things before buying.

And that’s why every Decathlon store facilitates in-store play equipment.

You are free to try out different things that you like without being interrupted by the staff.

- Decathlon has built different game courts in the premises which carry out tournaments throughout the year.

This attracts the young crowd which in-turn helps them build a customer base.

- They say “way to man’s heart is through his a stomach” but a way to woman’s heart is through discounts!

Despite products at affordable prices, Decathlon gives out hefty discounts at the check-out.

- Lastly, Decathlon is like the IKEA of sports—centred around building experiences.

Built like warehouses, the stores are designed in such a way that you tend to touch every product before making an exit.

They might not look luxurious but that is intentional.

The look and feel of the store is rugged to keep it sporty. They are big & spacious filled with countless options to choose from.

It’s hard to imagine anyone walking out of a Decathlon store without buying anything.

Even if this doesn’t convince you, let us tell you how convenient and optimized their stores are:

So, there is this astonishing part about Decathlon that’s discussed less-

Their staff. The people in the staff are not ordinary like in any other sports store.

Each member of the staff goes through a series of interview rounds before landing a job at Decathlon.

Decathlon checks if a person is alert, agile, efficient, fit to play a sport, if he/she is a team player and most importantly, passionate about any sport.

Now, this enhances the customer experience.

So for example, when someone with zero knowledge of a sport enters the store, the staff will fully assist them and cater to their requirements.

And in-case the staff members are absent, you might not even need their assistance.

This is because each and every product is categorized and tagged with detailed labels that would aid you in making the right choice.

This way a customer wouldn’t have to feel out of place.

India is a great market place if you know how to mix with the Indian audience.

Decathlon has been sourcing from India for more than 20 years now. This helps the company minimize the global supply challenges.

It even embodies the philosophy of ‘Born in France, Made in India’.

Currently, more than 60 per cent of the overall quantities sold at Decathlon’s Indian stores, as well as online, are ‘Made in India’.

For textile-based products, it is over 70 per cent—also exported to Decathlon’s custom zones in Europe, Canada and Southeast Asian countries.

See, Decathlon is not selling you anything but it is simply celebrating sports.

It has cracked the formula which many companies have failed to. Their focus & vision is clear— to get accustomed to the customer requirements.

And when you are satisfying sports enthusiasts all over the country, your company is bound to grow exponentially.

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