Ikea in India is being careful about not making the mistake it made in China. Price its products too high. The Swedish home furnishing company, which opened its first India store in Hyderabad in August, is focused on two things: localisation and competitive prices. The 7,500 products it offers are priced more affordably than it is elsewhere. In Ikea’s India website, a Friheten corner sofa-bed with storage is tagged at about Rs 37,500 while the same is sold in the UK for about Rs 43,000.

Publication: Times of India (Online)

Date: November 10, 2018