Mumbai, April 9 -- Ikea of Sweden AB claims its Billy Bookcase is sold somewhere in the world every five seconds. But this iconic product is not on the bestselling list in India, where more mundane items such as mattresses and cutlery are the most popular at its sole Indian store in Hyderabad.
"We had to do some adaptation of our products," Jesper Brodin, chief executive of Ikea Group, said in an interview. "I think we are tapping in with the right products at the right price levels, in a way thanks to the market research we learned about (Indian) homes and people."
The do-it-yourself (DIY) furniture retailer, which opened its first Indian store in August last year, has been mostly selling cutlery, home interiors and tool kits. But like o...