Mumbai: IKEA, the world’s most loved home furnishing brand, has announced a new brand position for India — It All Starts at Home — marking a strategic evolution in how the Swedish retailer aims to connect with Indian consumers as it accelerates long-term growth in the country.
Recognising India as a nation of dreamers, IKEA’s new positioning highlights the home as the starting point of aspirations. Modern Indian homes are no longer just functional spaces but dynamic environments that double up as classrooms, creative studios, cafés, salons, workout zones and home tuition centres. In these spaces, tradition and modernity coexist, shaping how people live, work and dream. It All Starts at Home celebrates this shift and acknowledges the quiet yet powerful role homes play in shaping routines, identities and ambitions.
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.”
Since entering India in 2018, IKEA has evolved from being a new retail destination to becoming an increasingly familiar part of everyday life for Indian households. This growing relevance is reflected in brand metrics, with top-of-mind recall rising from 4% at launch to 43% today.
Going forward, IKEA plans to deepen its relevance and accessibility through a mix of physical retail formats, online expansion and service-led touchpoints across more cities. A strong focus will remain on solutions for small spaces, multi-functional living and everyday family needs — areas where Indian homes are undergoing the fastest transformation.
The new brand position will serve as IKEA India’s emotional direction and will be brought to life through a 360-degree campaign spanning films, digital and social content, creator collaborations, in-store experiences, IKEA.in and the app, as well as participation in cultural moments where conversations around life at home are already active.
IKEA India has also released a brand manifesto film, followed by three stories that showcase how IKEA products subtly support diverse dreams within Indian homes. The first film features the real-life journey of Kabita Singh, a celebrity YouTube chef who began her culinary journey in a modest kitchen and today connects with over 15 million subscribers through her channel Kabita’s Kitchen.
Credits:
Rajdeepak Das – Chief Creative Officer, Publicis Groupe – South Asia and Chairman – Leo – South Asia
Amitesh Rao, CEO – South Asia; Leo, Publicis Health & Publicis Business
Vikram Pandey – Chief Creative Officer
Pravin Sutar – National Creative Director
Sandeep Iyer – Executive Creative Director
Niharika Mishra – Creative Director
Sreemoyee Choudhury – Associate Creative Director
Himani Gandhi – Associate Creative Director
Sarjit Talwar – Senior Art Director
Shivam Singh – Senior Art Director
Atharva Mote – Senior Art Director
Ahana Rajan – Art Director
Shikhar Chandrakar – Senior Copywriter
Phibalapdianghun Nongsiej – Content Writer
Akshay Vijayan – Video Editor
Syamjit P S – Video Editor
Rajeev Rakshit – Executive Director
Anahita Brar – Associate Vice President
Pranav Nair – Associate Vice President
Meghna Majumdar – Brand Services Partner
Suraj Kanduri – Brand Services Director
Rishi Jain – Senior Brand Services Associate
Ananya Samantaray – Senior Brand Services Associate
Anirban Roy – Chief Strategy Officer, Leo – South Asia
Mittu Torka – Executive Vice President, Strategy
Aakash Devrani – Brand Strategy Director
Vishwakarma Sangelekar – Studio Manager
Harisha R – Creative Artworks Studio
Praveen JP – Creative Artworks Studio
Ashok Chinnappa – Senior Studio Executive
Production House – Content Factory
Director – Shakun Batra
