'We see our made-in-India sourcing at 50% in next 5 years'

IKEA has opened its first store in the national capital, a 15,000 sq ft space in West Delhi's Pacific Mall, as the Swedish home furnishings giant accelerates its push into high-footfall urban locations.

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Adosh Sharma, country commercial manager, IKEA India, tells Sugandha Mukherjee about the group's omnichannel strategy, consumer trends and why India's homes, and habits are shaping the brand's next phase of expansion. Excerpts:

How do you adapt IKEA's Swedish identity for India?

While IKEA is Swedish, we also operate in over 80 countries in the world. Our model is very clear that while we bring a Swedish net with a lot of pride, we also consider what the local market is looking for. Our annual Life at Home report helps us see how Indians use their homes, so we can present global products in an Indian way. And we develop India-specific products, like pressure cookers and our Aromatisk decor line, so it's "IKEA for India" and "India for IKEA".

What role does India play as a production hub?