While about 94 per cent of Indian shoppers felt that it was essential for house to supply consolation, solely 57 per cent stated that their house truly supplied consolation. This is nearly true for different parameters similar to safety, belonging, possession and privateness. Nevertheless, this didn’t take away from a basic fact that most individuals noticed the house as a sanctuary and the household as a help to realize frequent targets.
These findings come from Ikea’s Life at Home (LAH) Report 2020. The Swedish firm, which is greater than seven many years previous, is within the enterprise of offering house options which might be easy, fashionable and cozy. Their annual survey has been a way to raised perceive their shoppers and reply a few of their family questions. The LAH report additionally factors to a different actuality – that just about two out of 5 folks within the pandemic have modified their properties.
How will we uncover the numerous meanings and associations related to a house, and in today of lockdown, what decisions are we making, each globally and regionally? In the seventh version of the annual report, the corporate maps the wants inside a house by way of 5 lenses – privateness, safety, consolation, belonging and possession. The international survey was carried out in 37 international locations the place Ikea has a presence with over 38,200 folks. Some solutions are telling: “If I had to make a post-2020 resolution, it would be to consider home as a place to stay, not a hotel where I can sleep in the evening before my next day’s work Come, said Dilip from Sweden, while Rachel from Australia said, “My reference to my house is certainly robust… I’m so grateful for this place and grew as much as love and loosen up in it.” “
Kavita Rao, Country Commercial Head, IKEA India. (Photo: PR Handout)
Kavita Rao, Country Commercial Head, IKEA India says, “In the past, the space in the house revolved around activities, today it has become more multi-functional. Earlier, there was a living room where you used to host friends and The bedroom was a private space. Now, your bedroom is partly your study, which also means that the layout of the house has changed. So, the question is, how do we rethink the spaces in the house in the future. People like this Also looking for flexible spaces that can shrink and expand based on need. There is a consciousness to bring nature and have more sustainable ways of living.”
If the 2018 LAH report confirmed that there have been locations exterior the house the place folks felt “at home”, then in 2020 folks had been demanding extra for a house. While folks made modifications of their properties, they wished to do extra of their properties. While 40 % wished to create a correct work/examine house, about 38 % wished a personal backyard or an out of doors space, some wished a big kitchen whereas some wished a pleasant play space for the children.
This on-line analysis was pan-India for shoppers within the age group of 18 to 45 years. While a big proportion (61 %) had been single and joint households, 40 % included new {couples}, folks residing alone or with associates, empty nesters or households with no kids.
“A lot of our products are inspired by our surveys. For example, the seating and sleeping furniture which has worked very well in Mumbai, where there is always a shortage of space. We have vertical storage options where we use walls and clear floor space. However, a product alone does not make a home. It is a collection of things that brings comfort,” says Rao.
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With inputs from TheIndianEXPRESS
