Sofia Ahmed Sait1 and Vijesh P V2*
This study investigates IKEA's international integration strategy with a particular focus on its structural adaptation to the dynamic and culturally diverse Indian market. As one of the world's most recognized retail brands, IKEA's global success has long been anchored in a highly standardized business model — one that champions cost leadership, supply chain efficiency, self-assembly convenience, and unwavering brand uniformity across markets. However, the complexities of entering a market as heterogeneous and price-sensitive as India necessitated a deliberate and multidimensional localization strategy that challenged several of the brand's core operational philosophies.
Key adaptations undertaken by IKEA in the Indian context include the introduction of Do-It-For-Me (DIFM) assembly services alongside its traditional Do-It-Yourself (DIY) framework, extensive product modifications aligned with Indian spatial constraints, aesthetic sensibilities, and culinary habits, as well as strategic pricing recalibrations to compete with deeply entrenched local furniture markets. These interventions reflect a broader tension inherent in global retail expansion — the negotiation between brand consistency and cultural responsiveness.
To examine consumer reception of these strategies, a mixed-method research approach was employed, comprising a structured customer survey of 101 respondents conducted at IKEA Hyderabad, supplemented by qualitative feedback analysis to capture nuanced consumer sentiment. The findings reveal that while Indian customers express considerable appreciation for IKEA's product diversity, in-store experience, and spatial design solutions, persistent concerns regarding pricing competitiveness relative to local and unorganized market alternatives remain a significant barrier to broader market penetration.
These findings collectively underscore the critical importance of striking a sustainable equilibrium between globally standardized operational frameworks and locally sensitive market strategies — a balance that will ultimately determine IKEA's long-term viability and growth trajectory within India's rapidly evolving retail landscape and emerging consumer economy.
Globalization, Indian Market Integration, Customer Satisfaction, Global Positioning, Customer Engagement, Business Adaptation
Vijesh P V, Librarian, Rajagiri College of Social Sciences, Kalamassery, Kerala, India.
Ahmed, S. S., & Vijesh, P. V. (2026). Charpai to Flatpack: Consumerism, Cultural Negotiation & the Globalization of Everyday Life in India. Int J Soc Sci Res, 1(1), 01-13.