Decathlon launches Independence Day campaign, ranks India as fourth largest sourcing country

Sportswear and sporting goods business Decathlon has ranked India as its fourth largest sourcing country globally. The brand now sources 65% of its goods sold in India from within the country and will showcase this in its new campaign. 

“Over the course of 12 months, 100 million products sold in India were produced on Indian soil,” said Decathlon Sports India’s production director Deepak Dsouza, India Retailing reported. “In addition to that, it allowed us to provide employment to 70,000 people through our suppliers across different states in the country… Our endeavours are rooted in the belief that local manufacturing blended with innovation and sustainability can create a positive impact not only within India, but also on a global scale. Producing closer to where we sell enables us to lower prices and reduce our carbon footprint.”
 
On the occasion of the 77th India Independence Day, Decathlon will release a campaign titled ‘Made in India, for India and the world’. The campaign is designed to show customers how the brand’s products are made in India to emphasise the Decathlon business’ connection to the country. 

Entrepreneur Michel Leclerq founded Decathlon in 1976 in France. The business first entered the Indian market in 2009 as a cash-and-carry retailer. In 2013, the business was granted approval for single-brand retail in the country.