Mumbai can now shop online for its favourite IKEA products
The Swedish retailer opens Mumbai market with an online store as part of its new multichannel approach to reach 100 million customers in the next few years
IKEA, the world’s leading Swedish home furnishings retailer, recently launched its online store in Mumbai, with a vision to make 7,500+ products accessible to city. Ranging from home furnishing solutions to electronics and more, the online store www.ikea.com/in, caters to all locations across the city.
IKEA’s unique Mumbai market entry, led by e-commerce marks a significant milestone in the Swedish retailer’s New Retail Direction which aims to bring it closer to where people are, with new touch-points and services, focusing on both digital and physical formats. Mumbai will see a multichannel offer including smaller format stores, and a big format store in Navi Mumbai.
On this occasion, Peter Betzel, CEO, IKEA India, said, “India’s retail landscape is changing at a scale and pace not seen before, driven by increasing urbanisation and changing customer behaviours. To be a key partner to the many of India in this journey, IKEA is also transforming. Today marks an important occasion in our history as we roll out our multi-channel, digital first approach with Mumbai being amongst the first few markets worldwide, where we are bringing alive this transformation.”
The online store will provide ideas, inspiration and solutions that reflect IKEA’s ‘Life@Home’ study which was conducted as part of its efforts to understand the way Mumbaikars live – inside and outside their homes, their tastes and motivations. Carried out through a combined approach of home visits by IKEA experts and data-rich surveys, Life@Home covers different room settings based on different aspects of the home and offers deep insight into the living styles of all segments across the city.
“Using our learnings from Life@Home and our unparalleled product proposition, we are looking to inspire people of Mumbai to re-imagine their homes with affordable, simple, imaginative home furnishing solutions that are practical but at the same time also beautiful, multi-functional and sustainable. We are here to learn from the city as much as we are here to offer our solutions. Thus helping the many maximise the potential of their homes enabling a brighter everyday life at home,” Betzel added.
IKEA aims to reach out to people with thin wallets by offering products with everyday low prices. The online store will offer 1000 products priced below Rs. 200. Prices are the same across India, both in offline and online stores. Subject to availability and the distance from the centre, deliveries can be arranged to most locations in Mumbai and Navi Mumbai within a lead time of 4-7 days after placing the online order.
The company aims to maximise local sourcing from Maharashtra in the long term to make the products more affordable. As it sets a goal to reach 100 million people in the next three years, the foundation for a strong and relevant offer is affordability and accessibility.
THE INDIAN CONNECT
IKEA has been sourcing from India for close to 35 years for its global stores. In India, IKEA currently has more than 55+ suppliers with 45,000 direct employees and 400,000 people in the extended supply chain. The retailer’s first anniversary — which fell on 9th August 2019 — was celebrated with offers, fun activities for children, workshops and exciting prizes at its Hyderabad store. So far, more than three million customers have visited IKEA’s Hyderabad store, and about eight million have visited IKEA’s India website.