IKEA has announced a new brand position for India titled It All Starts at Home, marking a shift in how the company plans to engage with consumers in the country as part of its long-term growth strategy.
The company said the new positioning reflects the changing role of Indian homes, which increasingly function as spaces for work, learning, creativity, and small businesses alongside daily living. Homes are being shaped by a mix of tradition and modern needs, and are central to how people organise routines and pursue aspirations.
Patrik Antoni, CEO, IKEA India, said, “When we arrived in 2018, our focus was on welcoming people into IKEA and helping them experience our stores, our range, our prices, and life at home philosophy. Since then, the relationship has deepened. We have spent time in Indian homes, listened to how people live, and seen how expectations from home have expanded. This new brand position reflects our belief in India’s potential and sets the blueprint for our next chapter, where we aim to reach twice as many consumers.
“We see this as an emotional contract to be a humble life companion who removes physical, financial, and psychological barriers between people and their dream homes. This commitment will shape everything- from our products and solutions to the experiences in our stores, website, and app. Our goal is to grow accessibility, so we are present wherever life is taking shape, no matter the size of homes, wallets, or dreams.”
IKEA entered India in 2018 and has since expanded its presence across physical and digital channels. According to the company, brand recall has increased from 4% at entry to 43% today.
As part of its next phase, IKEA said it will focus on expanding access through multiple store formats, online growth, and service-led touchpoints in more cities. Priority areas include solutions for small homes, multi-functional spaces, and everyday family needs.
The new brand position will guide communications across films, digital and social platforms, creator collaborations, in-store experiences, and on IKEA.in and the IKEA app. It will also be reflected in cultural conversations centred on life at home.
IKEA India has released a brand manifesto to introduce the new positioning. This will be followed by three films that feature IKEA products in everyday home settings. The first film focuses on Kabita Singh, a YouTube chef who began her career from her home kitchen and now runs the channel Kabita’s Kitchen, which has 15 million subscribers.
