This research examines the Indian retail industry, with a focus on sports retailing. Despite the fact that India has the world's second biggest population, the relevance of sports was not recognised until the early 2000s. Sporting has recently been viewed as a profession, and many young people are actively seeking a career in sports. Many new leagues have emerged, giving the younger generation the opportunity to flourish and pursue a career in sports and sports-related industries and overlapping with Decathlon India's entry into the market and their strategy for providing value to clients.
India is a one-of-a-kind country. Unlike other countries, India has a unique circumstance in that over 300 languages are spoken (Blogs Reuters, 2013). 1 India is divided into 29 states and seven union territories (India News Bulletin, 2014). Each state has its own official language. In reality, the states were established with language in mind. Similarly, each state has its own culture. Celebrations, festivals, climate, and food varies per state. There are around 600,000 villages in India (Census India, 2001). Nonetheless, India is a single country. The country has a large population, with one Indian for every sixth person on the planet. This country is expanding at a rapid rate. The GDP growth rate for 2014–2015 was 7.5%, which many large corporations covet for having a presence in this large market. It is easier said than done to conduct business in the world's largest democracy. Marketers in India face various problems. This case study investigates the techniques used by a new entrant to thrive in this large and difficult market. Price is an important feature of every company organisation, especially those whose major purpose and objective is to maximise or make more and more profits. Sometimes the price is set to maximise profits through huge sales, other times it is used by the business firm to defend the present market against new entrants, and yet other times it is used to grow market share within the existing market. As a result, in this research, a detailed pricing strategy analysis is performed on Decathlon, which is one of the greatest brands and leaders in the sports area, with a competitive advantage even in the worldwide market.