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Case
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Reference no. 519-0071-1
Subject category: Marketing
Authors: Nitin Gupta (Institute of Management Technology - Hyderabad)
Originally published in: 2019
Version: 11-May-2019
Revision date: 23-May-2019

Abstract

After 12 long years of planning, IKEA opened its first store in India in August 2018. Despite hugely popular opening of IKEA’s maiden store, there was caution as to how things would proceed for IKEA in this new market as it was entering into a distinct socio-cultural zone. Indian consumers depicted substantial variations in their consumption patterns from their Western counterparts due to various social and cultural factors. With the growing Indian middle-class population, the Indian market for IKEA was a very lucrative, but tough market to crack. Though IKEA had taken many steps to adjust its offerings to the requirement of the Indian market, sceptics were still not convinced that IKEA has done enough to understand and cater to the socio-cultural dilemma which it would face in the Indian market.

Teaching and learning

This item is suitable for postgraduate and executive education courses.

Time period

The events covered by this case took place in 2018.

Geographical setting

Region:
Asia
Country:
India
Location:
Hyderabad

Featured company

IKEA
Employees:
10000+
Turnover:
EUR 37.05 billion
Type:
Privately held
Industry:
Retail furniture
Other keywords:
FTSE 100

Featured protagonist

  • Peter Betzel (male), CEO, IKEA India

About

Abstract

After 12 long years of planning, IKEA opened its first store in India in August 2018. Despite hugely popular opening of IKEA’s maiden store, there was caution as to how things would proceed for IKEA in this new market as it was entering into a distinct socio-cultural zone. Indian consumers depicted substantial variations in their consumption patterns from their Western counterparts due to various social and cultural factors. With the growing Indian middle-class population, the Indian market for IKEA was a very lucrative, but tough market to crack. Though IKEA had taken many steps to adjust its offerings to the requirement of the Indian market, sceptics were still not convinced that IKEA has done enough to understand and cater to the socio-cultural dilemma which it would face in the Indian market.

Teaching and learning

This item is suitable for postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2018.

Geographical setting

Region:
Asia
Country:
India
Location:
Hyderabad

Featured company

IKEA
Employees:
10000+
Turnover:
EUR 37.05 billion
Type:
Privately held
Industry:
Retail furniture
Other keywords:
FTSE 100

Featured protagonist

  • Peter Betzel (male), CEO, IKEA India

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