Decathlon India launches Circularity into Core Business
Decathlon, the leading global multi-specialist sports brand, today announced the launch of its circular business model in India, furthering its global commitment to sustainability, waste reduction and a regenerative business. With this pioneering step, Decathlon becomes the first sports retailer in India to embed circularity at scale. Decathlon’s circular business model in India is currently anchored around three core offerings: repair services available in over 95 stores, second life resale of refurbished products in more than 90 stores, and buyback of used equipment in over 50 stores, which will be slowly scaled across the country and will later be made available online. Through circular models such as repair, buyback, resale, and DIY spares, Decathlon is set to triple its circular turnover by 2027, a projected 200% growth compared to 2024.
With this pioneering step, Decathlon becomes the first sports retailer in India to embed circularity at scale. Decathlon’s circular business model in India is currently anchored around three core offerings: repair services available in over 95 stores, second life resale of refurbished products in more than 90 stores, and buyback of used equipment in over 50 stores, which will be slowly scaled across the country and will later be made available online. These services not only extend the life of Decathlon products but also ensure a reduction in wastage and in the product’s carbon footprint. As a result of these initiatives, over 3,00,000 sports products are projected to be diverted from landfills by 2027, significantly reducing environmental impact.
Sankar Chatterjee, CEO, Decathlon India, said: “We have always believed that accessibility and sustainability must go hand in hand. As our customers evolve, so must our responsibility to offer high-quality, long-lasting products that reduce environmental impact and also address affordability. Sustainability is a year-round commitment for us, but the Second Life Bazaar holds special significance as we mark World Environment Day, a moment to reaffirm our dedication to responsible consumption. With this campaign, we are reimagining sports retail into a space where people can play more, pay less, and make choices that are better for both the planet and their performance.”
Annie George, Leader Sustainable Development, Decathlon India commented, “As a brand deeply rooted in purpose, we have always believed that sustainability must be built into the way we design, deliver and take back our products. With India moving towards a circular economy, our focus is on creating real, scalable solutions - from designing for durability to enabling easy repairs and buybacks. It’s not just about reducing environmental impact; it’s about reshaping how people access sport in a more responsible way.”
Decathlon first rolled out its circular business model nearly five years ago across markets such as France, Spain, Italy, Portugal, the UK and Poland, where it has seen strong consumer uptake and operational maturity in repair and DIY spares and accessories. With the India rollout, Decathlon strengthens its position as a global leader in low-impact, circular sports retail, committed to moving people through sport, while building a more sustainable future.
