How Decathlon is making Adidas, Nike, and Puma sweat in India

Nikhil Deshpande is a huge football fan and even plays seven-a-side matches every week. But that didn’t prepare him for what a sportswear store did to sweep him off his feet a few years ago.

Looking to buy football boots in 2014, the chartered accountant strolled into a showroom in Thane, Maharashtra, and picked a pair falling within his budget. But then he was faced with a situation that is so common in India.

Read the full story here on Quartz.

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About Jaideep Vaidya

I am a freelance journalist based in Mumbai, India. I focus on the business of sport. I have written for publications such as Forbes India, Mint Lounge,, Quartz, Firstpost, Bleacher Report and The Guardian. I have eight years of experience in sports writing, reporting, sub-editing, social media management, news curation and production (print and online). You can get in touch with me at