Home truths

Swedish retail giant IKEA, which plans to open its first store in the country in December, recently invited a few of its customers, who have since settled down in the country, to provide insights into the market and the potential customer. The discussion threw up a bleak picture of Indian customers: They would never assemble their own furniture, they were an “entitled” lot and that everyone had a help at home. The redeeming feature was the finding about women: They made all the decisions about furniture at home.



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