IKEA has unveiled a refreshed brand positioning for India titled ‘It All Starts at Home’, signaling a strategic shift from being seen purely as a furniture retailer to becoming a brand rooted in everyday emotions, aspirations, and lived experiences. The move reflects IKEA India’s ambition to drive long-term growth by aligning more deeply with how Indian homes are evolving.
Indian households today are no longer single-purpose spaces. Homes now double up as offices, classrooms, fitness zones, and even small business hubs-often balancing modern needs with traditional values under one roof. IKEA’s new positioning acknowledges this layered reality, recognizing that Indian homes are dynamic, multifunctional, and deeply personal.
Patrik Antoni, CEO of IKEA India, shared that since entering the market in 2018, the brand has gone beyond introducing its stores and products. By spending time in Indian homes and listening closely to consumers, IKEA has gained insights into how expectations from living spaces have expanded. This understanding now forms the foundation of its next growth chapter, with the brand aiming to reach twice as many consumers in the coming years.
The repositioning will guide IKEA’s approach across products, services, and experiences-spanning physical stores, digital platforms, and service-led offerings. Accessibility remains central, with a focus on varied budgets, home sizes, and everyday needs. Notably, IKEA’s brand awareness in India has grown significantly, with top-of-mind recall rising from 4% at launch to 43% today.
Looking ahead, IKEA plans to expand through multiple retail formats and online touchpoints across more Indian cities. The 360-degree rollout includes advertising, social and digital content, creator collaborations, and immersive in-store and online experiences. As part of this narrative shift, IKEA India has launched a brand manifesto and a film series spotlighting real Indian home stories-beginning with creator Kabita Singh of Kabita’s Kitchen, whose journey started at home and grew into a digital phenomenon.
