Swedish furniture giant Ikea has opened its first store in India in the southern city of Hyderabad.
With a growing middle class, India could be a big opportunity for the company, but it is also a market with many quirks.
Ikea’s giant blue store sits on a 13-acre campus, by the side of a busy road, in HITEC city.
The technology hub in Hyderabad is also home to global firms such as Microsoft, Google and Facebook.
The scale of the shop is something that has never been seen in India before.
Its size alone has piqued curiosity among those who may have never heard of the brand.
And then of course, there are so many who have.
Upwardly mobile, well-travelled Indians have known Ikea for a while now.
In fact, with the number of global retailers who’ve come to India over the past decade, some would say Ikea has taken its time to set up shop here.
The company’s global chief executive Jesper Brodin said: “The market of India for us is a dream.
“But to be honest, some years ago, when we looked into the business case of India, we felt it was too high risk from the cost perspective [of] not meeting our targets.”