The mad rush at IKEA, the Swedish retail giant that entered India after many hurdles, is no guarantee that its global success may be an easy grab here. Its late entry has meant other conglomerates have already emulated its model. Its ready-to-assemble and functional ware works only with techies and youngsters. Much depends on how it localises its line further for extra edge.

Publication: The Pioneer

Date: August 13, 2018