IKEA signs a new emotional contract with India. Introduces its new brand position- IKEA, It all starts at home

India, February 6, 2026: IKEA, the world’s most loved home furnishing brand, today announced its new brand position India: It All Starts at Home. This marks a strategic shift in how the Swedish retailer will connect with Indian consumers as it looks toward long-term growth in the country.

India is a nation of dreamers, and most of those dreams begin at home. What were once just kitchens, bedrooms or balconies are now classrooms, creative corners, cafés, salons, workout corners and spaces for home tuitions. Where tradition and modernity coexist in the same room, shaping how people live and aspire. Homes today are dynamic, ever-changing foundations where aspirations are taking shape. It All Starts at Home celebrates this truth and honors the quiet but powerful role that Indian homes play in shaping dreams, routines, and identities.

Patrik Antoni, CEO, IKEA India, said, “When we arrived in 2018, our focus was on welcoming people into IKEA and helping them experience our stores, our range, our prices, and life at home philosophy. Since then, the relationship has deepened. We have spent time in Indian homes, listened to how people live, and seen how expectations from home have expanded. This new brand position reflects our belief in India’s potential and sets the blueprint for our next chapter, where we aim to reach twice as many consumers.

We see this as an emotional contract to be a humble life companion who removes physical, financial, and psychological barriers between people and their dream homes. This commitment will shape everything- from our products and solutions to the experiences in our stores, website, and app. Our goal is to grow accessibility, so we are present wherever life is taking shape, no matter the size of homes, wallets, or dreams.” Since entering India in 2018, IKEA has grown from being a new retail destination to becoming part of everyday life for millions of Indians. This evolution is reflected in the brand’s growing relevance, with top-of-mind recall increasing from 4% at entry to 43% today.

Going forward, IKEA will continue strengthening relevance and accessibility through a mix of formats, online expansion, and service-led touchpoints across more Indian cities. The brand will place special emphasis on solutions for small spaces, multi-functional living, and everyday family needs; areas where Indian homes are changing the fastest.

The new brand position will serve as the emotional direction and be brought to life through a 360-degree approach spanning films, digital and social content, creator collaborations, reinforced in their stores, on IKEA.in and the app, and through cultural moments where life at home is already being discussed. Earlier today, IKEA India released its brand manifesto, which will be followed by three films where IKEA products find a sweet, subtle role in enabling the diverse dreams and aspirations of Indian homes. The first film going live features the true story of Kabita Singh, a celebrity YouTube chef who started her journey in her humble kitchen and now reaches 15 million subscribers on her channel Kabita’s Kitchen.  

Credits:

• Rajdeepak Das – Chief Creative Officer, Publicis Groupe - South Asia and Chairman – Leo - South Asia 
• Amitesh Rao, CEO - South Asia; Leo, Publicis Health & Publicis Business
• Vikram Pandey – Chief Creative Officer
• Pravin Sutar - National Creative Director
• Sandeep Iyer - Executive Creative Director
• Niharika Mishra - Creative Director
• Sreemoyee Choudhury – Associate Creative Director
• Himani Gandhi – Associate Creative Director  
• Sarjit Talwar – Senior Art Director
• Shivam Singh – Senior Art Director
• Atharva Mote – Senior Art Director
• Ahana Rajan – Art Director
• Shikhar Chandrakar – Senior Copywriter