IKEA is expanding its presence in smaller Indian towns, targeting aspirational homebuyers who desire the brand’s experience and solutions despite limited access. The furniture giant plans to hire region-specific account managers in cities like Chandigarh, Mohali, Indore, and Ayodhya to build local partnerships and expand reach.
“The target is to double B2B business by 2028,” said Manisha Prabhu, Country IKEA Business Manager. “The kind of homes that are being bought in these places are very aspirational. People donโt have access to IKEA, but they want that same experience and solutions. So, we see strong potential.”
To achieve this growth, IKEA will place key account managers in smaller towns to work closely with builders, architects, and customers, ensuring the brand stays visible and relevant before a physical store comes up. This approach will help the company tap into the rising trend of builders offering fully furnished, ready-to-move-in homes in tier 2 and tier 3 markets, with integrated kitchens, wardrobes, and storage units as part of standard fittings. By doubling its B2B business by 2028, IKEA aims to capitalize on the growing demand for home furnishings in these emerging markets.
