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

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

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

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.

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.

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

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

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

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❤

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.

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.

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 :)

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 🤗

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!

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..

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

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

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.

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.

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.

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