In our October issue of Manifest, Anna Ohlin, country marketing manager, Ikea India, chats with us about the marketing trends and innovations that the brand is investing in and the unique challenges it faces in the Indian market.

Discussing how she helps balance the brand's global brand identity and local market needs, she said, "We are trying to stay as global as possible but as local as needed. We need to add that masala flavour to the Indian market as we add the Wasabi flavour when we go to Japan and the Kimchi when we go to South Korea. It's important for us to get what the local realities are about. We spend so much time understanding that because if we are not relevant and don't speak the language of what people need and dream about, we can never make it."

Ohlin also delved into how working with influencers helps the brand amplify marketing efforts and reach newer audiences. She also underlined the unique challenges that the brand faces in the Indian market. She mentioned that how amongst Indians there is a low interest in home furnishing and the country doesn't have much of an ‘easy-change’ culture.

She also spotlighted the importance of sustainability and how it is the core aspect of Ikea. 

Read the full chat in the October issue of Manifest.  Get your copy here. For subscription options click here.