International Strategy - Can Ikea Succeed in India?

Ikea is entering the Indian market for the first time. Will it succeed?

A classic line in this excellent BBC article and supporting video:

"With a growing middle class, India could be a big opportunity for the company, but it's also a market with many quirks".

Ikea has been very patient in choosing how, when and where to open in India. Lots of evidence in the article video on how Ikea has been highly responsive to local market needs (AQA students - think of how this relates to the Bartlett & Ghoshal model for international strategy).

Ikea wanted to open in India using 100% direct investment rather than using a joint venture; and this was made possible by a change in legislation in India a few years ago.