Decathlon India’s B2B business grows 20-Fold, adds 10% to revenue

Decathlon India’s wholesale business has grown 20-fold over the past five years and now accounts for around 10% of the company’s overall business, as the sports retailer expands its presence beyond traditional consumer retail.

The B2B division now reaches more than 20,000 pin codes across India, covering over 90% of the country. Tier 2 and Tier 3 markets, including Jammu & Kashmir, Leh-Ladakh, Himachal Pradesh and the Northeast, contribute more than 40% of its total B2B revenue, according to the company.

The growth reflects the changing scale and scope of Decathlon’s wholesale business, which has expanded from bulk sales into a broader institutional and corporate offering.

Its customer base now includes defence establishments, government bodies, more than 20,000 corporate clients and entities, educational institutions, non-profits and community organisations.

Decathlon takes B2B beyond bulk sales

Decathlon has increasingly positioned its B2B division as an integrated sports-solutions business rather than simply a channel for bulk orders.

The company is registered as an Original Equipment Manufacturer on the Government e-Marketplace (GeM), where it has fulfilled more than 1,000 orders across sporting categories for over 500 government organisations and public sector undertakings.

Its institutional and government business spans products ranging from high-altitude expedition tents and bicycles to footballs and other field equipment. Decathlon also supplies products through CSD Army Canteens and the Kendriya Police Kalyan Bhandar.

The model gives Decathlon access to institutional demand that sits outside conventional sports retail. Schools, government programmes, defence organisations, clubs and workplaces can generate larger procurement requirements, while the company’s reach into smaller cities expands the addressable market.

A growing second channel

The B2B expansion comes as Decathlon continues to grow its India business. Its revenue from operations stood at ₹4,133.10 crore in FY25, according to Registrar of Companies filings. The company has not yet filed its FY26 results.

Decathlon is now looking at primary schools, smaller cities, government programmes and sporting communities as further areas for B2B growth. According to Mint, the company sees markets beyond India’s major metros as a significant opportunity, with more than 80% of the country’s population living outside Tier 1 cities.

For Decathlon, the numbers point to B2B becoming a meaningful growth channel alongside its consumer retail operations. Its reach across government, corporate and institutional buyers also gives the retailer access to parts of India’s sports market that are not served through conventional retail.

With the wholesale business now contributing around a tenth of overall operations, Decathlon’s B2B strategy is evolving from a supporting sales channel into a more significant part of its India growth story.