Published: Thu, August 09, 2018
Business | By Tara Barton

From today, Hyderabad too will be IKEA’s home

From today, Hyderabad too will be IKEA’s home

The new location comes 12 years after the company started researching India as a potential market and six years after it made an announcement to come to the country. It is finally opening on August 9.

January 1, 2012: India's government abandons a rule against foreign single-brand retailers operating stores without a local partner, paving the way for global companies including Ikea.

The store also exhibits two full homes reflecting "Life at Home in Hyderabad". "People love homes here, this is the difference between India and other markets". The 48-year-old said he was a little surprised to discover that Ikea wasn't offering furniture assembly services to people who live outside the Hyderabad area, but he was undeterred.

Ikea is known for selling its products in a dismantled form, which require to be assembled after they are bought.

Ikea has an answer to that as well.

Another driving force for Indians when they pick furniture is the pricing and durability. Ltd's namesake furniture business, along with mom-and-pop stores vying for an indoor furniture market predicted to expand about 8.8% annually through 2022, according to Euromonitor.

IKEA has definitely realised that the way to the Indian buyer's heart and stomach is by providing sasta (cheap) and tikaao (durable) furniture and food.

There are also more than 1,000 products under 200 rupees to satisfy consumers whom John Achillea, Ikea Hyderabad store manager, says have "big aspirations for their homes and small wallets". The 400,000-square-foot furniture and home decor showroom will house around 7,500 products, created to integrate within an Indian home but reflective of the Swedish furniture retailer's clean, minimal sensibility and aesthetic. For eg, a set of knives and forks has been replaced by a set of spoons, their cabinets and countertops display section is kept at a lower level so that Indian women, who are shorter than their European counterparts can assess them better.

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Differences between Hyderabad and the furniture giant's 355 outlets elsewhere will include a 1,000-seater restaurant, which is its biggest worldwide.

After Hyderabad, Ikea's second store would be in Mumbai next year, followed by Bengaluru and Delhi-NCR. It will be open throughout the week from 10:00 am to 11:00 pm.

December 7, 2016: Ikea says it expects to open a Hydrabad store toward the end of 2017.

From vegetarian fare like idli and sambar, samosa and vegetable biryani to non-vegetarian dishes, the Ikea restaurant's menu is tailored to suit the Indian taste buds.

Instead of beef or pork, the company's signature meatballs - nearly as famous as its "Billy" bookshelves - will be either chicken or vegetarian.

For each store it opens, IKEA plans to have between 800-1,000 co-workers, which will be a mix of internationally experienced workers and locally recruited.

Ikea said it expects to welcome as many as 6 million visitors a year at its new 13-acre complex in Hitec City, on the outskirts of Hyderabad, India's fourth-biggest city.

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