The battle for India’s $32 billion furniture market heats up
Ikea is making a play for India’s massive furniture market—but it faces stiff competition from local startup Pepperfry, which has mastered many of the e-com tricks that elude the Swedish giant.
Ikea is celebrating its first anniversary of operating in India. Even though the company secured regulatory approval to enter the country in 2013, it took five years of effort and significant investment before the first Ikea megastore opened its doors to Indian consumers in Hyderabad in 2018.