India’s diversity is a privilege for marketers: Jayendra Gupta, IKEA

IKEA India is setting the table for an ambitious 2026, and the spread goes far beyond furniture. “Our long-term vision has always been to make everyday life better for the many,” says Jayendra Gupta, Country Acting Marketing Manager and Integrated Media Manager at IKEA India. “This year, we’re bringing that vision alive through food.”

Food, cooking, and eating from the centerpiece of IKEA’s latest marketing strategy, underscoring the belief that homes come alive when meals are shared. A recent festive campaign captured this sentiment vividly: families appear frozen in time until food enters the scene, sparking joy and togetherness. Supported by multimedia outreach and festive offers on more than 700 products, the campaign balances emotional storytelling with affordability.

Measuring Success Beyond Sales

While affordability remains a key lever, Gupta emphasizes that IKEA’s measurement of impact goes deeper than transactions. “We go beyond clicks and conversions. What truly matters is the connection we build with people through their feedback in stores, their conversations about us online, and the role we play in their daily lives,” he notes.

This consumer-first philosophy is evident in how IKEA tracks not just visitation but also sentiment, engagement, and community response. By prioritizing real connections over short-term metrics, the brand aims to build long-term equity in India’s competitive retail landscape.

Local Nuances, National Reach

Marketing IKEA in a market as diverse as India presents both challenges and opportunities. Regional preferences, cultural nuances, and media landscapes shift dramatically from one state to another. Gupta calls this diversity “a privilege for a marketer,” explaining that campaigns are carefully tailored to reflect local insights while maintaining IKEA’s global brand identity. Delhi, for instance, has shown an overwhelming response since the opening of its first store and expanded ecommerce services. Hyderabad, IKEA’s debut market in India, remains steady, while Bengaluru and Mumbai continue to drive strong adoption. IKEA’s multi-format approach with large stores, mall outlets, and a growing ecommerce presence, ensures accessibility across urban centers.

The Role of Food in Retail

Food is not just a marketing theme but a strategic driver of store traffic and brand experience. True to founder Ingvar Kamprad’s belief that “you cannot shop on an empty stomach,” IKEA integrates food into every store format. Beyond Swedish classics like meatballs, Indian consumers can enjoy local favorites such as biryani, samosas, and dhokla.

“In India, shopping and food go hand in hand,” Gupta says. “Our menu reflects both our global heritage and local taste preferences.” This localisation of the dining experience not only attracts customers but also encourages repeat visits, strengthening IKEA’s role as more than a furniture retailer.

Building for the Long Term

As IKEA looks ahead to 2026, its strategy is rooted in being loved, affordable, and accessible. Gupta stresses that unlike many players who compete primarily on discounts, IKEA invests heavily in brand building. “We always keep a strong focus on building a meaningful connection with consumers, not just short-term offers,” he says.

By anchoring its global values in local culture, IKEA India is positioning itself as a holistic brand that fits seamlessly into everyday life. Whether through kitchens, dining tables, or restaurants, the retailer’s vision is clear: to become an integral part of Indian homes and celebrations.