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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. 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…

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