ASSEMBLING GROWTH, PIECE BY PIECE

With its latest foray into North India, IKEA is doubling down on a strategy that prioritises sustainability over speed

- BY ARNAB DUTTA

WHILE INDIA'S RETAIL MARKET holds immense potential, success here has never been quick. IKEA India, now in its eleventh year, knows this well. The Swedish furniture giant isn't on an expansion spree. Instead, it is taking a measured approach by meticulously planning each step, investing heavily, and focusing on long-term gains rather than quick wins.

With its latest foray into North India, IKEA is doubling down on a strategy that prioritises sustainability over speed.

IKEA India entered the crucial North India market through its online ordering and delivery system but a physical store in the region is still a year away. The local subsidiary of the Swedish retail giant IKEA Group started its physical retail journey in 2018 with the first India store in Hyderabad. Since then, it launched IKEA stores in three other cities—Navi Mumbai (2020), Mumbai (2021) and Bengaluru (2022). However, the vast market in the national capital region of Delhi remained untapped, despite its business potential.