Supply Chain

Decathlon B2B grows 20-fold, now 10% of revenue

Wholesale arm reaches 20,000-plus pincodes and over 90 percent of India, lifting institutional and small-city reach.

Farhan Qureshi, Supply chain correspondent·14 September 2026·4 min read

Piles of sports equipment boxes and stacked bicycles in a warehouse loading bay

Decathlon Sports India said on 11 September its wholesale B2B business has grown 20-fold over five years and now contributes about 10 percent of total revenue. The vertical delivers to more than 20,000 pincodes covering over 90 percent of the country. Tier-2 and tier-3 regions including high-altitude areas account for more than 40 percent of B2B sales. FY25 revenue from operations was ₹4,133 crore.

The B2B arm supplies defence, government bodies, corporates and more than 20,000 partners and resellers. It has fulfilled over 1,000 orders on the Government e-Marketplace as an OEM, shipping tents, cycles, footballs and field equipment to more than 500 organisations.

For a small sports retailer or school supplier in a non-metro this opens reliable access to quality gear without needing a Decathlon store nearby. Resellers gain assortment depth while Decathlon spreads fixed costs across wider geography.

Wholesale now contributes about 10 percent of overall business and reaches over 90 percent of India.

The channel helps Decathlon fill gaps left by its own 100-plus store network and competes with local importers on institutional tenders. It also feeds quick-commerce and marketplace listings in smaller towns.

Watch FY26 filings for the exact B2B contribution and any further GeM or school-programme wins. Double-digit overall growth targets through 2030 will show how far wholesale can push total revenue toward the ₹8,000 crore ambition.

Filed under Supply Chain·Farhan Qureshi

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