to instantly read 150+ free stories & 250-word summaries of all our stories

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?

Banner-01-smaller.png

Want to read a free 200 word summary?

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. There aren’t too many manufacturers who get it right. Especially in India.” Really? “Yes. One thing people always miss is that to design bookshelves properly, you need…

To access this post, you must purchase Monthly Recurring, Quarterly or Weekly Product.

Read the full story. Subscribe now.

Why subscribe? Let us explain.

Already Registered?

Related stories

More stories in /Business & /Reportage

See all in Healthcare & Reportage

This story is for subscribers only.
or

Read the full story. Subscribe now.

Why subscribe? Let us explain.

The selected story is available only for paid subscribers. Might want to change your mind!

Subscribe now

Already Registered?

Questions?

What is The Ken?

The Ken is a subscription-driven media site. We write one story a day (weekdays only). These stories have sharp, original insights on technology, business, science and healthcare from India.

Why do I have to sign up to read your stories?

Our stories are not free. Well, some select stories are. But, a significant part of what we write at The Ken is for subscribers only. We put in a lot of effort and resources in writing our stories and believe that you must pay for good journalism.
Hence, our three plans. 1) The annual membership
2) The free sign up
3) The recurring quarterly subscription

On journalism and why you should pay for it, if you haven’t already seen it, here’s a great explainer from John Oliver.

So, one must pay for journalism?

Yes.

How many stories will I get if I take an annual membership?

200+ stories.

And, in the free sign up?

Four stories every month.

Do I get a refund?

We allow you to sample our journalism for free before signing up, and after you do, we stand by its quality. But we do not offer refunds.

I am not getting my daily emails. Do I have to whitelist emails from The Ken?

An added benefit of your subscription (free/paid) are the daily personalised emails. These emails, at times, might end up in your spam/junk folder due to emojis, attachments or images. In case you’re not receiving these emails, it might help to whitelist us. If the problem still persists, write to us at [email protected].

Why am I unable to access the archives?

Full and unrestricted access to our archives is a feature of our annual membership.

My payment is not going through, what can I do?

Please write to us at [email protected] detailing the payment error or queries.

See all FAQs