French sports good retailer has announced a partnership with e-commerce platform Flipkart.
The association will allow users in India to buy Decathlon’s range of sports equipment, fitness products, clothing, footwear and accessories through Flipkart, the companies have stated in a Press release.
Flipkart said in its statement that Decatholon’s products will be available at the same prices as at the physical stores, only on the Flipkart platform.
Flipkart now joins the likes of Amazon and Snapdeal to sell Decathlon products on their platforms. However, the partnership will give Flipkart an edge over the competition as all other e-retailers are selling Decathlon products at higher prices than the mentioned MRP.
Decathlon also has e-retail presence in India via its own website.
Back in 2014, Decathlon’s proposal to sell its products to consumers online in India was rejected by the Department of Industrial Policy and Promotion despite an approval from the Finance ministry. In its proposal to government for etailing, Decathlon had sought an amendment to the approval given to the company noting that the online sales would be a marginal extension to its offline retail business and would enable them to retail products to customers in remote areas.
With Flipkart’s tie up, Decathlon will be able to penetrate deeper in the country specially in tier 2 cities. Besides, it looks like Flipkart is looking to up its game in sports and fitness category, as it said in a statement that over 30 sports lines are expected to go live by December of this year.
The sports and fitness industry in India is estimated to be worth $1.8 billion, while the online penetration in the category is currently pegged at only 7%, as per Flipkart’s estimations. E-retailer claims that its Sports & Fitness wear and equipment category has witnessed a 100% YoY growth.
Decathlon’s stock in India is on rise. Recently the French company had signed Memorandum of Understanding with the Andhra Pradesh Economic Development Board to open stores in Vijayawada, Visakhapatnam and Amaravati.