Entrepreneur Stories
How IKEA India Is Different
IKEA, the largest furniture retailer, finally launched their showroom in India after a fair amount of struggle. The opening was initially intercepted in 2006 due to the Indian restrictions on foreign investment. The rules were later relaxed.
When it finally opened on 9 August, a staggering number of 40,000 customers visited the store on the first day.
#WATCH Stampede like situation at public opening of Swedish home furnishing brand #IKEA in Hyderabad, yesterday. pic.twitter.com/Ta5izho02E
— ANI (@ANI) August 10, 2018
The Swedish Ambassador, Klas Molin, attended the opening ceremony along with the Information Technology, Municipal Administration and Urban Development (MAUD,) Textiles and NRI Affairs Minister of Telengana, K Taraka Rama Rao.
Situated on a 13 acre land on the outskirts of Hyderabad with over 7,500 products on sale, IKEA expects over six million consumers to visit the store every year. By employing over 950 people at its Hyderabad store, IKEA aims at creating over 1,500 additional jobs.
Ikea’s first India store looks like this.
Read: https://t.co/SEj4OmmWCP pic.twitter.com/qXmDoKOxyM
— BloombergQuint (@BloombergQuint) August 8, 2018
To suit the Indian market, the Swedish brand has made various alterations as the average annual salary in India is less than $2000. The changes include the sale of idli making appliances, as well as spice boxes for people who, according to John Achillea, Store Manager, have “big aspirations for their homes and small wallets.” For example, a cutlery set for kids costs only Rs. 131. There are over 1,000 items on sale for less than Rs. 200.
Inside India’s first ever Ikea store in Hyderabad. 🇮🇳🛋️https://t.co/Ed3572xtCA pic.twitter.com/ca5jvDXKqD
— BBC Business (@BBCBusiness) August 9, 2018
The store includes a 1,000-seat cafeteria that is among the largest in India. There have been changes made to the classic IKEA menu. For example, the Swedish meatballs have been replaced by Samosas, Biryani, and Dal Makhani.
The lack of “Do It Yourself” (DIY) culture and the abundant amount of cheap labour available, the company has partnered with UrbanClap, an application that connects handymen with customers, to provide more services.
IKEA plans to expand in India over the next few years with stores in Bangalore, Mumbai and a suburb of New Delhi. It has invested over Rs. 10 billion and plans to hire over 15,000 employees in the country by 2025. IKEA said half of its Indian team of workers would be women.
IKEA is going to revolutionise the furniture industry as most of the Indian consumers buy non-brand furniture. Its major competitors currently range from Godrej Interio, Future Group’s HomeTown to Durian Furnitures.
Spotted this morning on the conveyor belt at Hyderabad airport: lots of #Ikea cartons. All empty. Just announcing that the first Ikea store in India opens today! How cool is that. Take a bow – whoever thought of this innovation. And welcome to India @IKEAIndia pic.twitter.com/9YkrTgdZtq
— Prakash Iyer (@prakashiyer) August 9, 2018
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