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Decathlon to enter India

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After the government recently said that it would allow FDI up to 49 per cent in multi-brand retail of sports goods Decathlon, French sports goods retailer is looking for a partner to foray into India. Decathlon is learnt to have finalized its India strategy.

After its exit form US market, Decathlon’s entry in India has become very critical. Decathlon’s entry in India is going to be in a phased manner. The retailer will set up a warehouse in the first phase, for which it has begun negotiations with real estate consultants in Gurgaon for suitable locations.

It is also planning to enter into a partnership with an Indian company, though it is unclear yet whether the retailer would opt for the franchisee model or enter a joint venture.

Though not confirmed yet, but sources in the know have said that Decathlon may forge an alliance with Delhi-based Sierra Industrial Enterprises for distribution in the Indian market. Sierra Industrial’s retailing arm, Sports Station India, which introduced Nike in India and also distributes Italian sports goods brand Lotto in the country.

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