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Ikea is localising and lowering India prices
Ikea in India is being careful about not making the mistake it made in China. The Swedish home furnishing company, which opened its first India store in Hyderabad in August, is focused on two things: localisation and competitive prices. Keeping in mind that Indians cook differently from their western counterparts, Ikea has launched tawa pans, rice bowls, idli makers and kadai, exclusively for the country, said Patrik Antoni, deputy country manager, Ikea India. Ikea is also tweaking a vital DNA, its DIY model, for India.
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