How IKEA Cracked The Indian Middle Class Code | Govindraj Ethiraj x Adosh Sharma | The Core Report

#Watch | What happens when IKEA spends six years visiting Indian homes, listening to families, and challenging everything it thought it knew about design?

In this episode of The Core Report Weekend Edition, Financial Journalist Govindraj Ethiraj speaks with Adosh Sharma, Country Commercial Manager at IKEA India, for a fascinating conversation on how Indian culture, and daily life are reshaping the brand’s business, products, and retail strategy.

In this episode, you’ll discover:
✅ How IKEA’s Life at Home Report is transforming its India playbook
✅ Why IKEA is shifting from large-format stores to smaller, urban neighborhood outlets
✅ How Indian family living habits, festivals, and cultural rhythms are influencing store design
✅ The surprising role of sleep, kids, and sustainability in IKEA’s next big bets
✅ IKEA’s push for EV-based deliveries and space-saving furniture tailored to Indian homes

Whether you're curious about business strategy, consumer behavior, global retail or how India is influencing the world’s biggest furniture brand, this is an episode you won’t want to miss.

CHAPTERS:

0:00 – Introduction
1.25- IKEA's India Journey: Where It Started and Where It's Headed
3.30- Breaking Down IKEA India’s Revenue Mix

5.45- How Is IKEA Adapting Its Global Model to Indian Homes and Lifestyles?
6.35- IKEA’s Life at Home report
10.00- Retail Strategy, Market Calibration & Long-Term Play

12.50- Key Consumer Trends: Style, Family & Small Space Living
17.35- IKEA’s Unmet Need- Areas of Focus
18.33- Pricing Strategy of IKEA’s 7000+ Products
22.20- Do IKEA’s Sales Patterns Follow Real Estate Trends?
26.00- IKEA’s Services Element
29.50- Retail or Institutional: Which Segment Is Growing Faster?
33.20- India As A Good Sourcing Place
34.20- How IKEA Designs Stay The Same Across The World
36.40- IKEA & Its Targets
37.18- Conclusion

Stay tuned to learn how IKEA cracked the Indian middle class code by listening to families and rethinking design, pricing, and retail strategy. Govindraj Ethiraj and Adosh Sharma unpack how Indian culture is reshaping global business in this must-watch episode of The Core Report.

#IKEAIndia #IndianMiddleClass #GovindrajEthiraj #RetailStrategy #TheCoreReport #TheCore

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