Only 60 pc Indians Feel That Their Home Reflects Their Identity
Only 60 pc Indians Feel That Their Home Reflects Their Identity

Home is an extension of one’s identity however, currently, only 60 percent of people feel that their home reflects their identity. While 64 percent of people are worried about personal health and well-being in India, this number constitutes 48 percent globally.

IKEA recently announced the launch of its annual Life at Home report in India with the theme ‘Make Yourself at Home’. IKEA has been on a journey for the past 80 years to understand people’s relationships with their homes and how IKEA can become an enabler for a better everyday life at home. To further strengthen its position as the leader in Life at Home. 

The more people see themselves in it, the better life at home is. This report is aimed at finding solutions that ease the stresses and celebrate the different ways people live at home so that everyone can feel like themselves at home. 

“The Life at Home Report results are a crucial moment every year at IKEA. They help us realize our vision to create a better everyday life for many people. This is the largest research on Life at Home in the world and India is a focus market for the report this year. We spoke to over 1000 families in India to derive thoughtful insights into life at home. As a part of our ongoing range development and retail approach, we conduct home visits every year to learn about consumer needs and aspirations, people need for an easier, more relaxed, and convenient life, and reflect the insights from the Life at Home report into our home furnishing products and solutions,” said Erik Jan Middelhoven, Country Home Furnishings, and Retail Design Head, IKEA India.

6 in 10 people in India (60 percent) are concerned about their relationship with the people they live with which is double the global figures (31 percent). Household financial woes and standard of living are also two major concern areas highlighted by 61 percent in India. Notably, the report also found only 19 percent of people feel like their life at home is reflected in the media. 

However, the report also reveals that if your home reflects your personality, one is 1.5x times more likely to see it as a source of mental well-being. 86 percent of people in India don’t care about what others think about how they live their lives at home. Overall, around 56 percent of people say they feel more positive about their home compared to the same time last year.  

To help create a better everyday life at home for many people, IKEA offers a range of products, solutions, and programs:

  • IKEA’s As-Is in stores, where customers can buy used products and services to prolong product life and contribute towards furniture circularity 
  • Life at Home expertise such as interior design services, remote planning services, and personal shopper services helps in creating a convenient shopping experience for our customers. These services will help in designing homes in an efficient manner. 
  • Services such as personal shopper, click-and-collect meeting points, assembly and delivery, IKEA Family credit card offers with EMI options for ease of shopping, etc. 
  • Comprehensive warranties of between 10 and 25 years for defects in materials, workmanship, and function across the bedroom, living room, bathroom, and kitchen furniture and fittings.
  • Suite of sustainable products helping people take climate action every day, including LED lightbulbs, rechargeable batteries, water-efficient taps, and home solar solutions
  • IKEA Family Credit Card provides an easy EMI option for customers and accelerated reward points that makes IKEA accessible and affordable to many people.  


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