India was ready and waiting. People on Twitter were excitedly making plans to drive down to Hyderabad from Bangalore this weekend. The hashtags on Instagram were getting out of control. Sneak preview photos were circulated on WhatsApp. IKEA was finally here.
This article, in fact, was meant to coincide with IKEA’s launch. The second of a two-parter that looks at the market IKEA is entering as well as its likely impact, it was supposed to be published one day before IKEA was to inaugurate its first store in India—19 July 2018.
IKEA has arrived. India is rearranging the deck chairs
The biggest furniture players in India have been trying to do two things—find a point of differentiation and sell online. This requires them to evolve. To create brands. To confront issues. And to raise the bar. Now, IKEA is here. What happens next?
On 9 August, India's first IKEA store is set to open in Hyderabad
India's largest offline players have had years to prepare. All of them have tried to do something unique
Some of them have faced success with an online strategy. Others, not so much
The market is about to be transformed. In more ways than one. For everybody