MAM
IKEA unveils its first ever B2B furniture collection, MITTZON
Mumbai: With the dynamic shifts and new workspace trends taking creative shapes, IKEA has been reimagining the evolved needs of businesses and how furniture can contribute to better productivity and efficiency at work. The pandemic accelerated hybrid workspaces, and IKEA saw a big opportunity to create something that is unique to both businesses and remote workspaces. According to IKEA’s internal research, 76% of the working force is expected to adapt to a hybrid working model and 63% of office spaces are yet to adapt to suit the post-pandemic working models.
Inspired by the opportunity to create a desire to feel more at home when at work, IKEA has introduced its largest office collection to date, MITTZON. From adjustable desks to sound-proof screens, the new collection of 56 products comprises of first-to-market innovative solutions and unique styles tailored to address the challenges and aspirations of today’s workforce. With a keen focus on optimising the office experience, MITTZON integrates functionality and aesthetics with holistic ergonomic design principles that prioritise wellbeing at work.
. Acoustics: MITTZON prioritises acoustics in its development to enhance focus and well-being in the workplace. The collection includes high-level acoustic screens that absorb and block sound, prevent visual distractions, and provide privacy for focused work. MITTZON showcases innovation using wood fibre filling in its acoustic screens made of more than 90% wood, providing effective sound absorption while being recyclable.
. Biophilic Design: MITTZON incorporates biophilic design elements, such as nature-inspired shapes, colours, and materials. These features promote wellness by reducing stress and increasing productivity, drawing from Scandinavian outdoor elements like sand patterns and wood finishes to create a relaxing and inspiring environment.
. Durability: The collection is designed to be durable and long-lasting, with modular, repairable, and refurbished components. It also features high-quality materials like fade-resistant wood veneer and high-strength steel, backed by a 10-year warrantee, aligning with IKEA’s commitment to sustainability and circular product design.
IKEA India country B2B manager Sumit Parthi said, “Our new office system, MITTZON, is developed with flexibility at its core to adapt to distinct working preferences and activities. It is an efficient and affordable product range for the workplaces of today and tomorrow. The result is a new office system that inspires collaboration, comfort, and productivity. B2B in India is growing exponentially, and our solutions, backed by thorough research of global and Indian trends, expand the scope to grow our market share. Currently, IKEA B2B contributes to 15–20% of overall IKEA sales in India, and with this new collection, we aim to increase our presence and sales in the coming years.”
MAM
Brands push beyond compliance as trust takes centre stage
ASCI AdTrust Summit 2026 spotlights shift from legal checks to credibility.
MUMBAI: In a world where a disclaimer can be legally sound yet socially suspect, brands are learning that compliance may tick boxes but trust wins markets. At the inaugural ASCI AdTrust Summit 2026, a panel on “Beyond Compliance: The New Currency of Trust” unpacked a growing industry reality: the gap between what the law permits and what consumers accept is widening and fast.
Moderated by Meenakshi Ramkumar of National Law School of India University, the discussion brought together leaders across law, marketing and academia to examine how brands must evolve in a digital ecosystem increasingly shaped by scrutiny, scepticism and speed.
Ramkumar set the tone by highlighting a critical shift, advertising today operates in the same digital space that fuels misinformation, scams and fake news, making credibility harder to establish. “The challenge is not just about what brands do, but the broader context of low institutional trust,” she noted, adding that when violations go unchecked, trust erodes not just in brands but in the regulatory system itself.
This vacuum, she said, has given rise to consumer activism from boycotts to social media backlash as a parallel accountability mechanism.
For Amit Bhasin, Chief Legal Officer at Marico, the distinction was clear, legal compliance is non negotiable, but insufficient. “Compliance is the minimum threshold. The real challenge is staying aligned with changing consumer expectations,” he said.
He pointed to how advertising narratives have evolved from traditional depictions of gender roles to more shared responsibilities reflecting a broader societal shift. “Earlier, it was fine to show one person doing the household work. Today, that may not land well. Consumers expect brands to reflect reality,” Bhasin observed.
He also highlighted internal debates where campaigns that may be legally permissible are still rejected for being culturally insensitive, noting that responsible advertising often requires asking uncomfortable questions before the public does.
If compliance is the baseline, reputation is the battlefield.
Bhasin noted that reputational risk has become a far greater concern than legal exposure, particularly in an era where campaigns can be dissected within hours online. “Earlier, a controversial ad might invite a newspaper editorial. Today, within hours, you’re at the centre of a storm,” he said.
Brands, he added, now evaluate campaigns through a dual lens legal viability and reputational vulnerability with the latter often proving more decisive.
From a healthcare perspective, Satish Sahoo of Cipla Health underscored the complexity of operating within fragmented yet stringent regulatory frameworks, spanning drugs, food, cosmetics and Ayush. “Anything under a drug licence is the most tightly regulated,” he said, adding that this necessitates proactive, not reactive, compliance.
He shared an example from the oral rehydration salts (ORS) category, where Cipla resisted the temptation to position products aggressively despite competitive pressure. “Our product is WHO compliant, and our communication reflects that. We chose not to blur the lines, even if others did,” he noted.
The long term payoff, he suggested, lies in credibility built over consistency, not quick wins.
Yet, as Harsha N of National Law School of India University pointed out, even perfect compliance does not guarantee trust. Drawing from historical and modern examples from exaggerated product claims in the 1800s to contemporary environmental and health advertising, he argued that legal frameworks often lag behind consumer expectations. “A brand can be fully compliant and still be perceived as misleading,” he said, citing instances where fine print disclosures fail to reach or convince the average consumer. He added that larger companies carry a disproportionate responsibility to set ethical benchmarks, even in areas where the law remains silent.
The conversation also turned to digital advertising, where the challenge extends beyond content to how ads are experienced. From algorithmic targeting to personalised messaging, brands now operate in an environment where regulation struggles to keep pace with technology.
Sahoo noted that social media has amplified awareness, with influencers and consumers increasingly scrutinising product claims and calling out inconsistencies. “Awareness has gone up dramatically. People are questioning what goes into products and what brands are saying,” he said.
The role of self regulatory bodies such as Advertising Standards Council of India also came under the spotlight.
Harsha acknowledged that while SROs play a crucial role, they are not immune to criticism, particularly around perceived conflicts of interest and enforcement gaps. “SROs have a higher threshold of responsibility not just to interpret the law, but to anticipate societal expectations,” he said.
He added that failures in self regulation often push the burden back onto government intervention, underscoring the need for stronger, more proactive oversight.
One of the more nuanced debates centred on whether building trust comes at a cost. While Sahoo acknowledged that quality and compliance can increase costs, he argued that companies must absorb them as part of their long term strategy.
Bhasin, however, framed the challenge differently not as cost, but as competitiveness in a market where not all players play by the same rules. “The real tension is when others cut corners and you choose not to,” he said.
The panel concluded with a call to embed trust into business metrics.
Sahoo suggested that organisations must go beyond revenue targets to include consumer equity and trust based KPIs, ensuring that ethical considerations are not sidelined in the pursuit of growth. “Trust sounds abstract, but it can translate into measurable consumer equity,” he said.
As the discussion wrapped up, one message stood out: the rules of advertising are being rewritten not just by regulators, but by consumers themselves. In an ecosystem where attention is fleeting and scepticism is high, brands that merely comply may survive, but those that build trust are the ones that endure.
