As part of its ongoing commitment to diversity and inclusion, IKEA India has introduced a limited-edition, rainbow-coloured PILLEMARK doormat to celebrate Pride Month. Positioned prominently at store entrances across the country, the initiative symbolises the brand’s support for the LGBTQIA+ community, aiming to create a more welcoming and affirming experience for all customers.

Conceptualised by Leo India, the campaign is accompanied by a short film that invites individuals across India to place the PILLEMARK doormat outside their own homes and share personal stories of allyship. The initiative encourages people to visibly express their commitment to inclusivity by turning a simple household item into a symbol of pride and acceptance.

Speaking on the initiative, Jayendra Gupta, Country Integrated Media Manager at IKEA India, said:

“At IKEA, we believe that a true sense of home extends beyond physical space-it’s about feeling accepted, respected, and free to be yourself. With PILLEMARK, we encourage everyone to take a small yet powerful step to signal that their homes are safe spaces for all.”

Pravin Sutar, National Creative Director at Leo India, added:

“The idea was to make people feel welcome even before the door opens. With PILLEMARK, we’ve turned an everyday object into a meaningful statement-a visual expression of allyship and inclusion.”

The campaign seeks to spark nationwide conversations around acceptance and community, positioning the PILLEMARK doormat not just as a product, but as a growing movement toward equality.