“It All Starts at Home”: IKEA India’s New Emotional Blueprint for Growth

MUMBAI (Feb 10, 2026) – IKEA India has unveiled a significant shift in its market strategy with a new brand position: “It All Starts at Home.” The move signals a transition from being a new retail destination to becoming an “emotional companion” for Indian households.

Recognizing that modern Indian homes now function as multi-purpose hubs—classrooms, creative studios, and offices—the campaign focuses on how living spaces shape identities and ambitions.

Strategic Evolution & Growth Targets

Since entering India in 2018, IKEA has seen its top-of-mind recall jump from 4% to 43%. Under the leadership of CEO Patrik Antoni, the brand’s next chapter focuses on:

• Massive Investment: Doubling its India investment to over ₹20,000 crore ($2.2 billion) over the next five years.

• Store Expansion: Aiming to increase the store count from 6 to 30 outlets by 2030.

• New Formats: Launching mid-sized stores (50,000–70,000 sq ft) to bridge the gap between “blue-box” destinations and small city centers.

• Digital-First Entry: In a global first for IKEA, the brand is launching online operations in cities like Chennai and Coimbatore before establishing physical stores.

Campaign Highlights

• Creator Collaborations: The brand is leveraging “real stories,” starting with a manifesto film featuring celebrity YouTube chef Kabita Singh (Kabita’s Kitchen), who built a 15-million-subscriber empire from a modest home kitchen.

• 360-Degree Push: The campaign will span cinema, digital, social media, and in-store experiences, targeted at “hustle spaces” and small-space living solutions.

• Market Focus: Currently reaching 80 cities, the brand is heavily prioritizing Delhi-NCR, with massive big-box stores under construction in Gurugram and Noida.

IKEA India: By the Numbers