Praveen Krishnan

Head of Product

Praveen has over 9 years of experience in product management. Prior to The Ken, he was the Director of Product at InMobi. He holds an MBA from IIM, Bengaluru and an engineering degree in Electronics & Communications from NIT, Tiruchirappalli.

8 Articles published

Top Comments by Praveen Krishnan

IKEA has arrived. India is rearranging the deck chairs

So Avinash, I cover this in the first part, which strongly focuses on design - both of IKEA and that of Indian players. Should have some answers there. Apart from this, it appears as though IKEA in India is going to do *some* things differently - like tie-up with Urban Clap to do assembly for you, but nothing significantly different to begin with. It's very, very hard to predict if companies need to Indianise their offering. IKEA's global range is surprisingly consistent, and it seems to work well for them.

Praveen Krishnan

IKEA has arrived. India is rearranging the deck chairs

Shreya, IMO what you say is correct for commodities. If I know that a packet of milk is Rs. 30, I will be suspicious of anyone who sells it at Rs. 2, and because I am not hipster, I will ignore brands at FoodHall which sell them at Rs. 100. My argument is that this is inverted for lifestyle brands. Take apparel, for instance. If you wish to buy a nice shirt, you may have benchmarked in your head that a good, decent shirt is at Rs. 2000. You will then ignore brands which sell them for Rs. 500, and will be deeply suspicious of brands which have price points of Rs. 4000. I believe this is that this is what will happen with furniture. Does this make sense? Agree? Disagree?

Praveen Krishnan

IKEA has arrived. India is rearranging the deck chairs

Hi Venkatarangan: Thanks for the feedback. Not one of the local players you mention are in the same revenue bracket as these players. JFK is a manufacturer who is also getting into retail. Not really a like-to-like comparison. At any event, the purpose of this is not to do an exhaustive run-through of all players. In fact, forget local players, I hardly even mentioned Damro or HomeTown - both 400cr companies and arguably more influential companies. Going into all these companies will make it a seventeen part series. Soon. Maybe.

Praveen Krishnan

IKEA has arrived. India is rearranging the deck chairs

Hi Prashanth. Thanks for the kind words. Honestly, wanted to write a lot more, especially about vendors, and the entire import-export market around solid wood, rubberwood etc. Maybe in a future story someday. I totally agree on the cynicism around new products. Enough people keep saying, 'India is a special market. Things that work in US or China won't work here'. Been hearing it for years. But very few concrete examples of that actually happening.

Praveen Krishnan

Stories by Praveen Krishnan