Forget DIY Ikea furniture, Indians want 'Do It For Me'

The Ikea logo seen above a store in Voesendorf, Austria, on April 24, 2017. The company will launch its first store in India next month.
The Ikea logo seen above a store in Voesendorf, Austria, on April 24, 2017. The company will launch its first store in India next month.PHOTO: REUTERS

Swedish firm sets up in-house assembly team as it debuts in country where manual tasks are done by cheap labour

When Ikea launches its first store in India next month in the southern city of Hyderabad, samosas and veggie balls are not the only tweaks it will introduce to its menu.

What will also change for this iconic Swedish brand is its signature "Do-It-Yourself" (DIY) model of business.

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A version of this article appeared in the print edition of The Straits Times on June 18, 2018, with the headline 'Forget DIY Ikea furniture, Indians want 'Do It For Me''. Print Edition | Subscribe