IKEA India enables sustainable living at home, offers climate-positive solutions across categories

IKEA India, the Swedish home furnishing retailer, reinforced
its commitment to the environment with its ‘A Better World Starts at Home’ campaign
which aims at inspiring and enabling people to reduce carbon footprint by using
more climate-friendly products as well as encouraging a more climate-friendly
life at home. The campaign is based on research which was commissioned by the Ingka
Group and strategy consultancy GlobeScan, to help understand how people
currently think and feel about climate change, what people are doing to take
climate action in their daily lives, and how to motivate and enable them to do
more.

Elaborating
on the campaign, Nivedeeta Moirangthem,
PR & Communication Manager,
IKEA India said, “We are committed to become climate positive by
2030, and also to inspire people to have a more sustainable life. Through this
campaign, we celebrate people who are living a more sustainable life through
their everyday actions supported by IKEA products. The actions range from water
saving, energy saving, reducing waste and food waste to how to generate energy
in a sustainable way. Our research indicates that, together, small actions can
add up to a carbon footprint reduction of around 50%.”

IKEA Better Living App: With a vision to reach out to its
many users, the company also made available the IKEA Better Living app that
will give its co-workers and customers a chance to try sustainable living in a
playful way. The app will contain 75 actions that feature the Climate Hero
products and references to other IKEA sustainability products, services and
commitments. Individuals can see the impacts of their own actions and compete
with others to have the biggest positive impact. Challenges can be set up for a
fixed time period, allowing co-workers or customers to compete for prizes. It
also provides market insights and impact measurement.

As a part
of the campaign, IKEA has selected a range of climate hero product/solutions
that reduce individual carbon footprint when used, come from the global
standard range, and are affordable and accessible to its many customers and
co-workers. The Climate Hero products are:

  • Water
    Saving – PILKÅN water saving taps – cuts water use by up to 40% and
    saves energy by using less hot water and LILLREVET water-saving shower head – cuts water use by up to 30%
    and saves energy by using less hot water
  • Energy
    Saving – RYET LED
    bulb – consumes approximately
    85% less energy than traditional incandescent bulbs and lasts up to 10 times
    longer
  • Reducing
    waste / food waste – VARIERA recycling bin – separates
    recyclables in a recycling system made from 70% recycled plastic
  • Energy
    generating – SOLSTRÅLE solar panels – generate your own
    zero carbon electricity and slash energy bill

Also, the
IKEA Foundation has granted about €40 million across the five partner
organisations to cover their programmes for a three-to-five-year period. The
money granted under the ‘A Better World Starts at Home’ campaign is part of
IKEA’s €1 billion commitment to Climate Action.

IKEA has been sourcing from India for over 30 years for its global stores. It currently has more than 50 suppliers with 45,000 direct employees and 4,00,000 people in the extended supply chain. The IKEA Group is the first major single brand retailer to get FDI approval and plans to open several stores and multiple touch points across the main cities in India. The first IKEA India store opened in Hyderabad last year and the Navi Mumbai store is scheduled to open this year.

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