Decathlon India lists rival brands online to comply with regulations

Decathlon India has started listing rival brands like Adidas and Garmin on its website, allowing customers to view products but redirecting them to the brands' sites for purchase. This change aligns with Indian foreign direct investment regulations. Previously, Decathlon only sold its own brands in stores, while online sales contributed 15-20% of its ₹4,500 crore annual revenue. The new online marketplace model allows Decathlon to comply with local rules while expanding product visibility. Decathlon's spokesperson clarified that the company does not manage inventory or sales for these rival brands, maintaining its status as a single-brand retailer. This approach follows India's regulations on foreign investment in retail.