From Decathlon’s India catalogue of more than 5,000 products, let’s focus on just one. A t-shirt called Sportee. Sold in two colours—black and white, it’s one of Decathlon’s most popular products. Each year, the company sells at least a million of them. In comparison, popular products from more mainstream sportswear brands usually sell about a third of that, at best. Some 200,000-300,000 units a year, according to estimates from a sports retail executive.
One of the major reasons for Sportee’s success is its price. At just Rs 99 ($1.42), it’s one of the cheapest products, not just in Decathlon’s portfolio but in branded sportswear in general.