IKEA unveils new brand positioning for India: ‘It All Starts at Home’

IKEA has announced a new brand positioning for the Indian market, titled ‘It All Starts at Home’, signalling a shift in how the company plans to connect with consumers as it looks at long-term growth in the country.

The updated positioning is based on changing usage patterns of Indian homes, which are increasingly doubling up as spaces for work, learning, fitness, and small businesses. IKEA said the approach reflects the coexistence of traditional and modern lifestyles within Indian households and how this shapes daily living needs and aspirations.

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Commenting on the development, Patrik Antoni, CEO, IKEA India, said that since entering the market in 2018, the brand has moved beyond introducing its stores and product range to building a deeper understanding of how Indians live at home. He added that the new brand direction reflects IKEA’s confidence in India’s potential and outlines the company’s next phase of growth, with a focus on reaching twice as many consumers.

According to the company, the new brand positioning will inform its strategy across products, services, and customer experiences, spanning physical stores, digital platforms, and service offerings. IKEA said it aims to improve accessibility across varying home sizes, budgets, and consumer needs.

IKEA entered India in 2018 and has since expanded its presence through a mix of offline and online channels. The company said its top-of-mind brand recall has grown from 4% at launch to 43% currently.

Looking ahead, IKEA plans to scale its presence through multiple retail formats, digital platforms, and service-led touchpoints across more Indian cities. The focus areas will include solutions for small spaces, multifunctional living, and everyday home needs.

The new brand positioning will be rolled out through a 360-degree campaign covering advertising, digital and social platforms, creator partnerships, and in-store and online experiences. As part of the rollout, IKEA India has released a brand manifesto and launched a series of films featuring real stories from Indian homes. The first film stars YouTube creator Kabita Singh of Kabita’s Kitchen, whose content journey began in her home kitchen and grew into a large digital platform.