This SECRET Brand is KILLING Nike and Adidas in India? | Decathlon Business Case Study

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VIDEO INTRODUCTION:
Hi everybody,
If you are want to learn how to build a sustainable business in a hyper competitive market this episode is for you. If you are someone who wants to learn to to spot a gap in a crowded market this episode is for you!! Because the story that I am about to tell you today, is story of a brand that has beaten Giants like Nike and adidias in their own game in India!! While its competitors have star studded celebrities endorsement, this brand doesn't have any celebrity endoring them, doesn't have any tv ads running and yet it does more revenue in India than both Nike and Adidas combined!! This brand that I am talking about is none other than Decathlon!!! and you will be stunned to know that While Adidas earned a revenue of 1551 cr, Nike stood at 814cr, and Reebok stood at 417 cr, Decathlon alone earned a revenue of Rs. 2936 crore!
The question is, without a big fat marketing budget, without a celebrity endorsement, how on earth did decathlon crack the Indian market?
What are their business strategies that are accelerating rating their revenue at such a fast pace?
and what are the business lessons that we need to learn from the iconic rise of Decathlon in the Indian sports market?
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#decathlon # Nike #adidas #reebok
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[@ThinkSchool]

Correction :12:11 Dmart stores are not rented. They are owned by the company. However,Decathlon stores are rented. Sorry for the error folks.

[@chamartisreekar4671]

Happy to see it's been corrected

[@Krishabh_Agrawal]

Not a fair comparison, they sale sporting goods and equipments which contributes major revenue.

[@mytech3833]

about to reply and i see this comment!

[@JSriRam26]

That's fine. But I disagree to this comparison. It like one guy fighting against 1000 guys. Decathlon will be a clear winner because it sells 1000s of goods from different enterprises. Adidas and other enterprises do not sell other company's products.

[@prathameshshinde9112]

Very humble sir ... Keep going loveeeeee it ❤❤

[@rp2914]

One more important factor is availability, before decathlon it was very difficult to find products of unpopular sports in India. But now it's way easy

[@nishdev2438]

2 yrs back I wanted beach tennis set .I asked them after few days it came and they called me

[@shivashishjaiswal9685]

I doubt that mate i. E baseball

[@TheResurge-gq6nb]

@@shivashishjaiswal9685 No bro, I went to the Decathlon store in Ambience Mall, Vasant Kunj centre, they did have baseball equipment.

[@ven657]

Post retirement I taught in a orphanage in Coimbatore. We had problem with sports goods. My friend approached decathlon for a bigger discount. The store manager said he wants to come over to visit the orphanage. Post that he donated 12 foot balls to the orphanage. Also they organised football tournament between orphanage and other nearby schools.

[@nur4g516]

Man With a Really Big Heart💓💯

[@sahildhokale]

wow!

[@anshumansahu1087]

For those who dont know most of the fabric for adidas comes from India. They charge only for the brand name ingrained in the cloth.

[@NityaStriker]

We need our own global luxury brands to outcompete other global luxury brands.

[@rohitshinde865]

Most of the fabric for decathlon comes from Bangladesh. Fyi

[@anshumansahu1087]

@@rohitshinde865 Agree but if you see carefully many adidas clothings have "Fabrique de Inde" printed on them.

[@adityaajit2120]

​@@rohitshinde865so does for brands like Zara and H&M

[@ChandranPrema123]

​@@rohitshinde865yeah like 70% of Bangladesh Cotton comes from Indya

[@AmarKumar-hc5yd]

Endorsement by celebrity is the most irrelevant thing today. Companies are wasting investors money for nothing.

[@akshatchokhani]

There's still a very big mass who comes under the influence of these "influencers marketing".

[@sourabhacharya9492]

imagine selling football jersey and not having footballer to endorse ….every brand , product is different . fashion brands need pop culture celebs because of their influence similarly for make up brand also …. Nature of business matters

[@cavivekmehta3570]

Lol, that's not how the world works. You are watching this video, you can know better of the products. There's a very big part of the market that gets highly influenced by celebrity marketing. They blindly follow such celebrity ads. There are enough memes about Hema Malini on Kent RO ads, but the 1st brand you remember when Thinking of water purifiers is always Kent. You think they don't know they're being trolled

[@Vinay-jg7yb]

​@@cavivekmehta3570 You are wrong. Celebrities are not needed for marketing company products. Ex: Lalithaa jewellery, hotel trivago, Fogg perfumes

[@sahastradhara]

Not at all, if a celebrity is endorsing you and you have a English name, then it does give you the impression that this is bread atleast isn't selling you local shoes from Sunday market. It allows you to wear the shoe without someone telling u Sunday market se liya Kiya?

[@vamsi8669]

The staff in Decathlon are amazing always had a good experience in the store

[@achyutsingh]

One more strategy: they have created various sports groups, cycling, running, trekking, soccer etc, and every weekend they conduct events for these groups, and every time u attend these events you end up buying more catering to the event. I ended up buying more cycling accessories after attending their cycling events

[@adityanair7991]

It's FOOTBALL

[@chamartisreekar4671]

Just a small mistake by you at 12:15 that you've said Dmart stores are rented as decathalon but Dmart always buys property and that's the reason they're not super scaled and present nearly 72 cities A small mistake but great casestudy❤

[@divyahapani]

Noticed the same rewinded twice

[@chamartisreekar4671]

@@divyahapani even I rechecked google before I commented and that wasn't expected from thinkschool but that's ok as many of us know that they're owned by dmart

[@sanathhegde007]

Gr8 observation ... And absolutely bang on .... The secret of Dmart's profitability .... Buy the property and not rent it !!

[@krushingitt]

Well dmart does rent the property my dad owns a shop and there's dmart next to it which is on rent

[@hulahu274]

​@@krushingittmust be dmart ready

[@myselfankitsingh]

1. Never sell to the customer. 2.always educate the customer. 3.alwyas allow the customer to freely use the product without disturbing them. Decathlon instruction for its employees doesn't it sound similar to what Apple Store does 🤔 are there any other companies do this? Thank You Think School for such a great business case study. I started making notes of your videos because so much information love it 🤗

[@Bhavishya_est]

its the same like any sweet company asking for the free review of the mithai

[@paragchole7343]

Ditto for insurance. They also educate n don't push to sell

[@myselfankitsingh]

@@paragchole7343 bro can you elaborate that because i don't think so that insurace company don't push to sell yeah they educate their customers but sometimes they push to sell some plans which are not good for customers like endowment plans and some ulips . But you know i don't know much about them I want to know what you have to say because i might be wrong🤔🤔

[@myselfankitsingh]

IKEA is one the examples they do they do somewhat similar.

[@karthikksdp]

Starbucks. They don't ask you to leave after having your meal/drink, either directly or indirectly

[@bowxfire5275]

Decathlon gave me the experience of luxury. I was a kid and It was the first time that i had gone to Decathlon and had seen something like it. Felt weird watching kids play everywhere. I thought staff was tired of telling kids not to play and would shut down or get a new policy or something. Then i went to another Decathlon store years later. In a different location too. I saw the same thing here and realized that staff was also helping kids play by getting ball when it goes below a shelf, helping someone skate. I realized that it was not a problem for them but infact it was a way for them to get kids to like their store. Leaving a Decathlon store doesn't make me feel guilty as if i stole something like i do after going to any store in malls and not buying anything. I guess it's a result of them not asking me to buy something but instead showing me how to use it. It got a permanent place in my heart right then and there.

[@luhaarunk3085]

I absolutely love Decathlon. Have been buying all my winter jackets since last 3-4 years from them. Excellent, robust, durable, warm (jackets have temparature rating), and above all, a fraction of the cost. Also, their gloves etc. are all amazing. And you are right. There store layout, staff etc. all are amazing. Have bought multiple items without advance planning/requirement.

[@sangyajaiswal3338]

Couldn't agree more. As an Ex-Decath employee, I can assure you that Decathlon will keep on rising because of its amazing leaders, exceptional customer service & great work culture :)

[@Notillanymore]

Can we have a round of applause for the editor who has nailed such beautiful animations in this video. Anyways, love from grade 9 boy in Mumbai.

[@Notillanymore]

Thanks for hearting my comment thinkschool

[@chinmoybora311]

Same goes for NIVIA too. Their gears and equipments from entry-level to professional level, are in par with the giants like Nike and Puma, and that too , at a very affordable price!

[@the_mcmartin]

Last year I visited Austria with family during peak travel season and while we were on a train to another destination, I saw a large number of people with rucksacks. All of them had Quechua rucksacks and hiking shoes on and I didn't see a single brand that was not from Decathlon. They make such amazing, durable and affordable products that it is hard not to turn away from them.

[@upward_onward]

So true

[@Vinay-jg7yb]

I heard that you buy any decathlon clothing and after buying you realise that size mismatch. You can exchange that at other stores in India and also in other country stores.

[@theledialbo]

Another interesting point about them: Quite a lot of their RnD happens in France.. and in France they have an extensive testing program. The rnd department has a program where you can volunteer to test the product.. and they will lend it to you + pay you for your experience and feedback. A few friends I know in France used to do this during their masters days. Enough money to cover the weekend trips

[@geethuvarghese9103]

Wow! That's cool. N come to think of it from a 'business perspective', they are making a 'bunch of local ambassadors' right there! Interesting tactic!! (In chess it would be annotated '!!',right there!)

[@TechnoAnkitIndore]

Bang on! Absolutely agree with the case study from my personal experience, I am also a big fan of Decathlon, just hope they introduce shoes with better sole like good year from Sketchers..

[@yogeshavl]

I'm a fan of Decathlon...buying products since 2016.... Running shoes, Hiking shoes, hiking pants, winter jacket, tent, socks, my daughter's scooter, helmet, roller skates and numerous numerous accessories repeatedly

[@khyatiyadav3085]

Decathlon has cheaper alternatives that are actually high quality. I bought sports shoes from them 5 years ago used them for everyday use as well as gym and they are still in good shape.

[@mallutornado]

Same here. Decathlon shoes I bought for 2000rs is still going strong even after walking 8 kms a day for couple of years. Looks like new now also after 6 years

[@jashwanthguptha]

major learning from this case study. not wasting money on marketing ,spacious stores,educating customers instead of selling things ,making the customers to feel the product.the stores have the low price products at the entrance. innovative products and pricing flexibility that made the customer build the trust in the company building the stores.

[@Arnab1violin]

I remember going to the 1st store to open in Kolkata in sec v, I am an avid cyclist and I was so pleased to have such good cycles in their store. The quality and value is just astonishing.

[@kingdeekshith7252]

First time in mylife I am see a Decathlon #ad in video of KZbin

[@vipashapmehta]

Great video as always. Great content and very educative and informative. Think school, you are the best! Keep up the good work! Wish you all the best for all future endeavours!!!

[@pradeepthedirector]

The very first time i happend to see decathlon store in hederabad near airport and i thought it was a place for rich people. But when i went inside and saw the stuff i was quite impressed with range of products and affordability of the prices. Now i regularly visit it . Great analysis by Ganesh

[@arnavtube]

@ThinkSchool, I am truly amazed at the level of research, story telling and detailing all packed in one. I want to see a case study on how you approach a case study. When can I see that episode?

[@helaljabel6629]

Really enjoyed their football shoes. Went on a training in Mumbai few years ago where i visited there store for the first time and bought the shoes. After coming back to Bangladesh even after 4-5 years later i still try to bring goods from decathlon when someone close to me visits india.

[@prabhatjha4902]

I worked in Decathlon and you are correct almost 95%. I have been learning from your video for the last 2 years. And now I am confirmed that my learning is in a good hand

[@sibaytc4022]

I have only visited once in Decathlon store in Guwahati. It was amazing experience. With very limited buget I just went there to experience atmosphere 😅. But I ended up buying 3,4 products. They're very affordable and the quality is superb. It feels like the quality is much more than it's price.. Lobe Decathlon.

[@warrior8017]

Those were the days 💙💙

[@adityabenwalca]

🥹🥹🥹🥹🥹

[@gs8941]

Very well done Ganesh. I agree. Decath has truly change the sports equipment market and has encouraged so many hopefuls to become enthusiasts and elites :)) Do keep up the good work.

[@sayantanpal1991]

I use tennis and swimming gears from Decathlon and is really value for money.

[@1Himalayansoul]

Wow great analysis...👏 Connecting analysis to viewers past experiences is a nice way ...

[@ashwathk]

Excellent case study... the staffs never try to sell and always leave the customers to make their choices making us feel empowered.. well highlighted by Ganesh!

[@anirbande4003]

This episode is really interesting and informative. Appreciate the research that has gone into creating the content. I have been to Decathlon stores in multiple countries and could relate to what has been described in the video.

[@amemes4957]

My childhood memory kicked in with your method of storytelling really loved it keep going

[@ghamindia]

Quality of decathlon products are awesome, durable and pocket friendly.

[@sarveshpatki3758]

Nice work its quite detailed analysis and covers all the factors about the company.

[@Tony-fp1zn]

I was always curiour how they managed to keep their staff's attitude right. As u said they never forces us to shop a particular product they educate and guides us. They are always with a pleasant attitude. Others should learn from their model of staff management.

[@mathematicsforyoungerpeopl9872]

There was always a hunger deep inside among ourselves.. for sports.. from the early stages of life.. look at the decathlon stores and u will agree that it provides us the environment to play sports and make it a priority .. a very good video Think School and Mr Ganeshprasad. The only video I was looking for on KZbin for the study of decathlon and trust me it's the best video ❤

[@aryanmeshram24]

This is the best case study I ever listen

[@TheResurge-gq6nb]

Respect to the Decathlon guys. It's a genius business model. I just kept smiling because I loved the way they understood their customers so well and ultimately cracked this user-based algorithm. Kudos!!

[@anshsingla845]

really nice and informative video can you please make a video on how do you research on a topic and bring such wonderful business case studies. I really want to learn this skill to explore more topics

[@TheResurge-gq6nb]

Would be so delighted if Decathlon brings in experience kind of centers for individuals too, so that they can try a particular new sport they always wanted to, but somehow it's not popular or played in their community.

[@shridharsawant531]

Next, make a case study on YKK they also tapped the unorganized market of Zippers and now make $10b annually.

[@prayagtamboli5674]

One reason could be store locations, as it's far away from the mainland of the city so once a customer reaches there and after visiting at psychological level their mind encourages to buy atleast something because they traveled too much and second reason could be because store location is far away from the city so rental cost is low.

[@hydraofmalice4097]

Yes I am completely with you decathlon is my go to for sports except for badminton which is my main sport.

[@geethuvarghese9103]

Good job, bud.. A very informative video.. Keep doing what u do! Thanks. 😊

[@Vanssyy_]

I was searching for this only thank u❤

[@user_01288]

Let's take a moment and appreciate the quality of content this man provides!✨ Also whenever I think I know a lot about world..I listen to your videos and my heart tells me 'YE DIL MAANGE MORE!' Thankyou!❤

[@capitaireconsultingprivate2340]

Awesome Case Study !! Keep it up Team ThinkSchool. Thank you !!

[@muditgaur7139]

Excellent analysis, wonder how you manage to curate such information, like selling strategies and salesmen profiles. 😅

[@mathewrajan8514]

I was super psyched when decathlon opened up in Cochin, way back in 2013 . Just went there for a casual look , ended up buying a rockrider 5.1 cycle . I just loved the whole idea of DIY and a one stop shop for everything sports .. excellent quality stuff. Still use it , almost all my clothes which have lasted 10+yrs are all decathlon ones. Only gripe nowadays is the spares for cycles have come down drastically atleast in the hosur road one in blore.

[@nbmh360]

Whenever i go to a store I tell the salespeople no need to accompany me unless i couldn't find what I'm looking for and they always insist that they want to help. But when i said the same thing in decathlon the salesman just left me on my own and i walked through every section of the store and ended up buying way more than what i went for. After 4 years i still use those products.

[@nageshkumar2256]

I like your videos. Knowledge on overview of complete industry. Great job!

[@nareshcp30]

God bless you, I was about to comment to request about this case study thanks alot for sharing..!!

[@Abahoalex840]

wonderful as usual. Your videos make me look good in front of my Indian friends and bosses. Much love n gratitude from Kampala, Uganda. Namaste, Asante Sana.

[@sumitkothawade8810]

The expertise and research Too good 👏

[@rohitraj-ig8to]

Great video once again by Think school, however I would like to add that I have visited decathlon store in Kochi and whichever product I checked was made in China and not India.

[@mohammedmakeen9132]

Informative and short video love it

[@gerrymathew]

Excellent Videos. Very Informative Strategies by Market players explained well & simply

[@Alfred-Bobby]

I have been using Decathlon products for 7 years and i would still prefer this brand over all other sports brand .It has high durability,,warranty and comfort

[@ayushibung9668]

Nostalgic, hearing the childhood story 🥹 Great case study and presented amazingly as always! 💯

[@good-tn9sr]

[@DataNarrator]

we want to learn how you make these analysis and case studies please come up with the course for that.

[@piku341]

One of the best and easy to understand video ......👍

[@adityaagrawal92]

Bro amazing video and very deep working. You and your Team have given a complete new insight on this business thanks.

[@Adi-bw2ho]

This definitely has to be the most informative and structured business video, I have ever seen.

[@risingsun9064]

This was spot on. Growing up, I never had access to the sports equipment I wanted to try but Decathlon has definitely made it easier to get into sports.

[@geethuvarghese9103]

True.. I was amazed as well. His vocalisation was damn good,I must say! 😊

[@bendivanitha7211]

Extremely superb... Vedeo thanks for your valuable content sharing.

[@warrior8017]

Good old days ❤❤

[@mayurnayudu3376]

Because of decathlon..people of all ages and back ground would like to try sports. It has made it a common thing. I think decathlon has brought a small cultural change. Congratulations to them and us 👍

[@yogeshsingla131]

Great video! I appreciate when the credit is due. Absolutely well researched and fantastic video.

[@pallabbanerjee]

Nicely presented as always

[@fabroy6993]

Nostalgic childhood story and as always your presentation is awesome

[@krishnabhutada3983]

Very well explained!

[@simplysuperb8957]

Fabulous details, thanks for the efforts.

[@HavishG]

Anytime i watch a casestudy on any channel, I make notes. But this video was so good that I just kept watching it untill the last section where he personally tells the lessons.

[@khanlenkhongsaikhanlenkhon8974]

As always ... This channel so insightful

[@adityasarawgi4307]

I have been decathlon several times and all the points you mentioned are correct but the one thing which completely stands out is their support staff they are actually very very helpful and are not trying to sell you anything. ShoppersStop too have a great store and great product range and almost everything they have is good but their salesmen are the worst they literally follow you every and every time I am there I have to tell them to go away. That's why I love going to decathlon.

[@jaydeepbanerjee1134]

I have a shoe size of 12 and finding shoes for this size is very difficult. Previously we used to place orders at physical Adidas or Nike showrooms(2008 ) in our city ranging from 3k upwards and the shoe will come after 1-2 weeks. I was and is not a sports person but truthfully the shoes were simply good but were not very long lasting. Back from 2015 I started buying shoes from decathlon. They have the size , variety and they are affordable and ya the shoe I got from them back in 2015 is still in use. The simple rule I felt they have is great quality with a justified price.

[@saralkaur2932]

Thanks for this case study :) loved it...

[@anand03it33]

My first product from decathlon was football boots. I was really blown away by the quality of those. It even lasted quite long as well. Have been a decathlon customer ever since.

[@VangalaSaikiran]

Thanks for making this video bro, i had commented to do a case study of decathlon long back ago ❤

[@user-sj4ng3fo4k]

One of the best case study.. hats off to the team who worked on such case study..

[@triplebagel421]

Great very informative. Would be great if you make some cases on Schneider electric

[@deespace3744]

I still think they need to increase their stores , because before this video I didn't know any such thing as decathlon existed, even till this day I buy sport's equipments from near by chacha's store.

[@parthajana3004]

most imformative 17 min of my day . Rather than watching 34 reels of 30 sec its worth infinite time more than those ❤❤❤❤❤

[@Big_Boss_Ke]

Sir your video is very helpful for both exam perspective and Business 🔥 Your video on Green Revolution and irrigation prolem in india was the best which helped me in my exam 😁 This channel is my fav of all time in internet👍 People who are new here you are lucky enough that u have found haven in KZbin ... Enjoy 😍

[@vivekanandchoudhary1]

8:23its 37 conversion for all over India but to some of the stores it's more than 50%conversion.

[@palkihatangadi3986]

Just an off thought but 2007-08 was when large suburban apartment complexes with whole host of sports facilities became common. Hence the number of "beginners" exploded, both kids and parents found it easy to just use the facilities within their apartments. Decathalon came in at that perfect timing.

[@PhaniRajak]

giving good products is good business model that wins hearts , great case study thank you

[@avinashpoojary2970]

Loved this casestudy. Thankyou

[@palkihatangadi3986]

Remember when there was only one store in the country in Sarjapur...our family and any visiting relatives would do a Sunday drive to the store and spend a lovely morning shopping and trying out things at Decathalon.

[@ramehtag]

Fyi, at least 50% items in Decathlon are made in China, then are are other countries made item & may be 20 to 25% are made in India

[@hrisikeshbhattacharya5467]

Was part of decathlon membership program in Bangalore, way before people even heard of the store. I still own a rockrider 5.2 back from 2012, still runs perfectly fine. Decathlon is a good brand for middle class folks who can’t afford Nike, canondale and stuff. Decathlon makes really good low cost and mid level sports equipment. But if you are a professional or semi pro, you have to stick with the traditional brands in that sport.

[@parastejani]

Thank you so much for your enlightening videos. Can you please make a video on the big American retailer 'Costco'?

[@pratiknaik9113]

Excellent case study

[@user-km9cy3ff1s]

Very good Analysis. Impressive.

[@rvind000]

Genius business design.

[@sdmamansood9687]

I got to use Decathlon for the first time in 2009 in France when I decided to learn swimming and bought swim shorts and swimming goggles

[@YOUTUBE_AMERICA]

Hey think school please make some videos for your global audience A case study on TSMC or how Netherland control manufacturing of semiconductor or how industry changing with time