Ikea's launch plan: its first-ever shopping app in India
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Ikea has launched its first ever shopping app in India. The Drum checks out its plans in the world’s second-most populous country, finding out how its strategy offers access to the brand via a combination of flagship stores, smaller city-center shops and, now, online platforms.
Ikea’s India strategy
Ikea is a relatively young brand in India having launched its first retail store as recent as 2018 in Hyderabad, followed by the launch of online stores in Mumbai, Hyderabad, and Pune in 2019 and the second retail store in Mumbai in 2020, amid the lockdown. In the ensuing months, the home furnishing brand has made changes in its go-to-market strategy making it a combination of physical and digital.