Leading home furnishing retailer IKEA is all set to open its first store in India next month. To prepare for the challenge that comes with manufacturing and marketing products in the country, the company has made changes in its products to suit the environmental conditions, and cooking style commonly adopted in the country.
This Swedish furniture giant reportedly visited hundreds of households to understand the living style of the people in India and customisation it requires to cater to the demands of the customers before launching their first exclusive store in Hyderabad (India).
Global Design Head, IKEA, Marcus Engman said that the biggest challenge of marketing in India is setting a suitable price for the products. “We want to be in an affordable price bracket but it will be tough in India,” Engman was quoted as saying by a leading media house. Furthermore, he added that if IKEA manages to be affordable in India then they can open up more options for themselves worldwide.
Markedly, Engman told media that the company has observed that people in India generally do not assemble their furniture, so IKEA’s Do-It-Yourself (DIY) furniture will come with help to assist new customers understand what the company offers. “What previously (assembling furniture) used to take 30 minutes can now be done in minutes, as we have replaced the screws with clicking systems,” elaborated Engman.
IKEA will launch its first outlet in India on 10th July in Hyderabad which is being set up at a cost of Rs. 800 crores.
