Welcome to India, IKEA. Meatballs Aren’t Going to Be Your Biggest Problem

Culture

Welcome to India, IKEA. Meatballs Aren’t Going to Be Your Biggest Problem

Illustration: Ahmed Sikandar

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elcome to India, IKEA. You now join a long list of stores that were once brag-worthy because of your “imported tag”. People who travelled abroad boasted about your furniture, while most of us wondered what the fuss was all about. But now that you’ve come to India, your brand value will drop. Just like Zara. It was the go-to darzi for those with disposable income, until everyone who travelled to Europe aka Ameeron ka Lavasa, realised that Zara is now available in India and dropped it like a hot potato.

You see, the thing that happens when a brand sets up shop in India is that it is robbed of its phoren-ness and no longer justifies the 200 percent premium. You have no idea about our obsession with everything firang.

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