Construction crews in Hyderabad, India, apply the finishing touches to the Swedish homeware giant’s first store in the country. Photo: AFP

Ikea in India: more colour, less DIY, and no leather or meatballs at lifestyle giant’s first store – but will Scandinavian aesthetic sell?

Swedish multinational has had to rethink everything for a country where life is lived in the bedroom, small homes accommodate big family gatherings, customers are not used to self-assembly furniture, and cows are revered

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Construction crews in Hyderabad, India, apply the finishing touches to the Swedish homeware giant’s first store in the country. Photo: AFP
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Amrit Dhillon

Amrit Dhillon

Amrit used to work for the BBC in London but decided to return to her country of origin, India, over 15 years ago. Apart from travel articles, she reports on every aspect of Indian society. Rajasthan is her favourite state because of the magnificence of its forts and palaces, the great Thar Desert, exquisite handicrafts, and a colour palette so glorious it can lift the lowest spirits.