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Vansh Khandelwal

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Decathlon revolutionized India’s unorganized sports retail market by targeting beginners (75%) and enthusiasts (25%), offering affordable yet high-quality products. Its immersive store design leverages the endowment effect, encouraging customers to touch, feel, and test products, fostering trust. Employees, passionate about specific sports, educate rather than sell to customers, enhancing the buying experience. Decathlon prioritizes product innovation over marketing, relying on word-of-mouth and in-store experiences. With in-house manufacturing and low-cost operations, it balances affordability with quality. Lessons include leveraging unorganized markets, emphasizing the "touch and feel" factor, and focusing on product over market innovation.

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