Decathlon India's B2B business surges 20-fold, now accounts for 10% revenue

Decathlon Sports India said its business-to-business operations have grown 20-fold over the past five years, marking a significant diversification from its retail-focused model. The wholesale vertical now accounts for about 10 per cent of the company's total revenue, according to filings with the Registrar of Companies.

The company reported revenue from operations of Rs 4,133.10 crore for the financial year ended March 31, 2025. Its wholesale arm now reaches more than 20,000 pin codes across India, covering over 90 per cent of the country's geography.

Tier 2 and Tier 3 regions have emerged as key growth drivers for Decathlon's B2B operations, with these areas contributing more than 40 per cent of wholesale revenues. High-altitude terrains in Jammu & Kashmir, Leh & Ladakh, Himachal Pradesh and the Northeast have been particularly receptive to the company's offerings.

Decathlon's wholesale business has evolved beyond traditional retail partnerships, now serving defence establishments, government bodies and other institutional clients. The company is positioning its B2B vertical as an integrated sports solutions provider, expanding its reach to underserved regions where direct retail presence remains challenging.