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Ikea woos India's rising consumer class, tapping new markets

FILE- In this Aug. 9, 2018, file photo, Customers stand outside Ikea's first store in India as it opened in Hyderabad, India. India is a test case for...
In this Dec. 17, 2018, photo, two men transport chairs purchased from a shop at the Nampally furniture market in Hyderabad, India. Such furniture mark...
FILE- In this Aug. 9, 2018, file photo, customers sit at the restaurant inside Ikea's's first store in India as it opened in Hyderabad, India. In Hyde...
In this Dec. 17, 2018, photo, a cycle rickshaw puller prepares to transport mattresses from the Nampally furniture market in Hyderabad, India. Just 20...
In this Dec. 17, 2018, photo, a salesman checks his mobile phone as he waits for customers at the Nampally furniture market in Hyderabad, India. Such ...
In this Dec. 17, 2018, photo, workers unload a wardrobe from a truck at the Nampally furniture market in Hyderabad, India. This furniture market, wher...
In this Dec. 17, 2018, photo, a salesman yawns while waiting for customers at the Nampally furniture market in Hyderabad, India. This furniture market...
In this Dec. 17, 2018, photo, salesmen wait for customers at a shop at the Nampally furniture market in Hyderabad, India. This furniture market, where...

FILE- In this Aug. 9, 2018, file photo, Customers stand outside Ikea's first store in India as it opened in Hyderabad, India. India is a test case for...

In this Dec. 17, 2018, photo, two men transport chairs purchased from a shop at the Nampally furniture market in Hyderabad, India. Such furniture mark...

FILE- In this Aug. 9, 2018, file photo, customers sit at the restaurant inside Ikea's's first store in India as it opened in Hyderabad, India. In Hyde...

In this Dec. 17, 2018, photo, a cycle rickshaw puller prepares to transport mattresses from the Nampally furniture market in Hyderabad, India. Just 20...

In this Dec. 17, 2018, photo, a salesman checks his mobile phone as he waits for customers at the Nampally furniture market in Hyderabad, India. Such ...

In this Dec. 17, 2018, photo, workers unload a wardrobe from a truck at the Nampally furniture market in Hyderabad, India. This furniture market, wher...

In this Dec. 17, 2018, photo, a salesman yawns while waiting for customers at the Nampally furniture market in Hyderabad, India. This furniture market...

In this Dec. 17, 2018, photo, salesmen wait for customers at a shop at the Nampally furniture market in Hyderabad, India. This furniture market, where...

HYDERABAD, India (AP) — Swedish giant Ikea is tackling the $40 billion Indian market for home furnishings, taking on local furniture makers in places like Hyderabad's bustling Nampally market.

Ikea hopes to win over India's growing consumer class with its clean, air-conditioned stores and unique offerings. It says India is a test case for whether to keep shifting resources toward emerging economies, including Latin America and China, given the saturation of markets in Europe and the United States — and the possibility of another global recession.

Six months after its first store opened in Hyderabad, Ikea's 400,000-square-foot cornucopia of furniture, kitchenware and other goodies is drawing between 10,000 and 30,000 visitors.

But it's unclear if all that foot traffic translates to big sales. So far the best sellers are priced below 300 rupees ($4.20).


Updated : 2021-05-18 02:14 GMT+08:00