IKEA opens first Hej Home at Hyderabad, 300 products to be sold under Rs 200

IKEA, the Swedish furnishing retailer, on Wednesday opened its first experiential centre Ikea Hej (Hello) Home close to the IT hub of Hyderabad in India.

John Achillea, managing director of IKEA Telengana said that India would be the lowest priced market. Almost 300 products to be sold in India would cost less than Rs 200. However, the prices are yet to be finalised. The firm is also offering a loyalty programme for users.

The Hej Home provides some insight into IKEA products and solutions which its future customers can actually buy when the store opens in India at Hyderabad early next year.

It reflects its understanding of life at home in India and its unique home furnishing solutions for homes. It showcases the food and room settings based on its learnings of Life at Home in Hyderabadi families, especially those living with children.

The display includes the bedroom, living area, kitchen and dining, play area among others. With the launch of Hej Home, the furniture retailer is getting closer to the first India store opening.

Ulf Smedberg, Country Marketing Manager, IKEA India, said: “IKEA Hej Home launch in Hyderabad is a great opportunity to meet the many people who share our passion for home, children, family, food and most importantly our strong values of togetherness and love!"

The company will hire 50% women coworkers at all levels in India. The company's true trademark experience cannot be complete without food, visitors can also get a glimpse of the Food and taste Swedish and Indian delicacies that will be sold in the company's store’s 1,000 seat restaurant.

After the Hyderabad store, the second store will open in Mumbai during 2019, followed by Bengaluru and Delhi NCR.

IKEA in talks with state Govts

The company had talked with state governments including Telengana, Karnataka and Maharashtra for sourcing wood for furniture.

It also plans to set up a large facility in Pune, for which work is underway. According to the commitment the company has made to the government, in five years as much as 30% of their products they sell in India will be sourced locally. The company has identified 49 Indian cities where it wants to set up physical stores.

The company has 403 stores around the world. IKEA has the presence in 51 countries. It will invest Rs 10,500 crore in India.

Company: IKEA