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Industry About The Brand India Entry Strategy Future?

Ikea is a global furniture brand that generates €38.3 billion in annual revenue. It has been operating in India for 30 years through suppliers but is now directly entering the market. Ikea plans to open 25 stores in India by 2022 with an investment of Rs. 10,500 crore, as the Indian furniture market is growing rapidly at 13% annually. Ikea will tailor its floor plans, products, and services to the price sensitive and DIY culture in India in order to compete with local players.

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Dipyaman Choudhury
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62 views8 pages

Industry About The Brand India Entry Strategy Future?

Ikea is a global furniture brand that generates €38.3 billion in annual revenue. It has been operating in India for 30 years through suppliers but is now directly entering the market. Ikea plans to open 25 stores in India by 2022 with an investment of Rs. 10,500 crore, as the Indian furniture market is growing rapidly at 13% annually. Ikea will tailor its floor plans, products, and services to the price sensitive and DIY culture in India in order to compete with local players.

Uploaded by

Dipyaman Choudhury
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Ikea

 Industry

 About the brand

 India entry strategy

 Future?
Indian Furniture Industry valued at Rs. 350 Bn, growing at 13% CAGR
IKEA in India
About IKEA India Presence
Revenue: €38.3 billion Since: 30 years

Suppliers from India: 55


Employees: 1,94,000
 Textiles
No. of outlets: 411  Plastic

 Carbon metal
No. of countries it has presence in: 49
Employees in direct supply chain: 45,000

Extended supply chain: 4,00,000

“Hyderabad Facility set up in 2018 with INR 400 Cr. 25 stores to be opened by 2022 with a total Capex of Rs.
10,500 Cr”
Design

“Indians love their colours, so we decided to display more of it” - Mia Lundstrom, creative director (Life at Home), IKEA
India
Floor plan

“Significant changes in floor plans in comparison to our global stores” - Patrik Antoni, deputy country manager, Ikea India
Pricing

 Price sensitive market

 Low price competition segment

“More than a 1,000 products less than Rs. 200“


DIY Culture

Partnered with

 Priced at 20 – 25% lower than competitors

 Partnered with Urban Clap


Competition

HIGH
PRICE

LOW

LOW HIGH No. of Stores

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