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Ikea is about to enter India, following China and Russia in an attempt to expand into emerging markets. Melina Cordero, home and garden industry analyst at Euromonitor, explains that Ikea will need to be mindful of India’s cultural and social dynamics if it is to be successful in India. For instance, there is rampant poverty in India and Ikea’s ‘bargain’ prices may not be seen as such among Indian consumers. Likewise, the concept of ‘do-it-yourself’ is not as common in India as other countries and consumers may not be quick to buy Ikea’s non-assembled home goods.