IKEA_India_SeminarPaper2020_Shuporna_MEM19

Ikea hopes will mean something for everyone. Their cheapest item is a set of four,
brightly-coloured reusable plastic spoons for just Rs15. And, for those intimidated by selfassembly
of the famous flat-pack designs, Ikea in India has tied up with local carpenters
and delivery services.
Social
i. Population
India is the 7th biggest country regarding country size and India is the 2nd most
populated country (with about 1.3 billion people) in the World with a median age of 28
years, making it an extremely lucrative market for IKEA to make presence. The fact that
the new emerging middle class are more aware of their home design which presents an
opportunity for IKEA to expand.
ii.
Different culture and beliefs resulting in difference in lifestyle
Instead of Swedish meatballs, IKEA diners at the 1,000-seat restaurant replaced it with
chicken or veggie balls, dal and rice, or biriyani.
Textiles on sale in India, have brighter colors and busier patterns than in Ikeas
elsewhere.
iii.
DIY (Do-it-Yourself) not a concept for consumers
Indian Consumers are intimidated by self-assembly of the famous flat-pack designs.
Hence, Ikea in India has tied up with local carpenters and delivery services.
Technology
i. On-line Sales
Given the long distances in the country, IKEA has plans to offer its goods online. Hence
it has tie-ups with Amazon and its own website.
India, having the 2nd most smartphone users across the globe, IKEA stands a huge
potential to tap the Indian customers online.
9 Seminar Paper BDIM January 2020