Brands
Home truths IKEA bets on Indian dreams with a new brand chapter
From kitchens to classrooms, IKEA reframes how Indian homes shape ambition.
MUMBAI: If India is dreaming bigger than ever, IKEA is pulling up a chair at the starting point. The Swedish home furnishings major has unveiled a new brand position for the country, It All Starts at Home signalling a shift from retail introduction to long-term emotional relevance in one of its most important growth markets.
The idea taps into a simple but powerful insight, Indian homes are no longer static spaces. Kitchens double up as studios, balconies become classrooms, bedrooms host businesses, workouts and late-night ambitions. Tradition and modernity now share the same square footage. IKEA’s new positioning celebrates homes as living, evolving foundations where everyday routines quietly shape bigger aspirations.
Since entering India in 2018, IKEA’s journey has mirrored this transformation. What began as an effort to familiarise shoppers with its stores, prices and life-at-home philosophy has grown into something more embedded. According to the company, top-of-mind recall has climbed sharply from four per cent at launch to 43 per cent today reflecting IKEA’s move from novelty to everyday relevance.
IKEA India CEO Patrik Antoni said the shift comes from listening closely to how Indians live today. Expectations from home have expanded, and the brand now sees its role as removing physical, financial and psychological barriers between people and their dream spaces. The ambition is clear, reach twice as many consumers while staying present across homes of every size, budget and aspiration.
The strategy also lays out IKEA’s next phase of growth. The focus will be on accessibility through multiple formats, deeper online penetration and service-led touchpoints across more cities. Small spaces, multifunctional living and everyday family needs areas where Indian homes are changing fastest will take centre stage.
The new brand direction will roll out through a 360-degree approach, spanning films, digital and social content, creator collaborations and in-store experiences, reinforced across IKEA’s website and app. Rather than shouting about products, the storytelling places them quietly in the background of real lives and real ambitions.
Earlier today, IKEA India released its brand manifesto, followed by the first of three films. The opening story features Kabita Singh, the Youtube creator behind Kabita’s Kitchen, who built a following of 15 million subscribers starting from a modest home kitchen, a fitting illustration of the brand’s core message.
In a market crowded with bold claims, IKEA’s latest move is deliberately understated. By rooting its growth story in the everyday realities of Indian homes, the brand is betting that the most powerful journeys still begin exactly where people live.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI:Â Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
