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Turned tables

IKEA is aiming for 99%

1% is the percentage of furniture that’s sold online in India

10/07/18

Praveen Krishnan

IKEA is entering India where 90% of the market is unorganised, aiming to capture a large share of it

Existing online furniture retailers like Urban Ladder and Pepperfry have known about this for years

Despite this, they have gradually moved a large part of their business offline, driven by pragmatic business needs

The question is why, and what does this mean for the future?

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Ashish Goel, the CEO of Urban Ladder, is a design geek.

Early in our conversation, we start talking about bookshelves. His eyes light up.  

“Bookshelves are unique.

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