MAM
The big marketing challenge for Ikea in India
NEW DELHI: Lagom. A single word that succinctly sums up the Swedish ethos of moderation in everything. But when it comes to home furnishings retailer Ikea’s India operations, they have been anything but lagom.
Ikea recently inaugurated its second store in India in Navi Mumbai on 18 December with an aim to create a better everyday life for those with big dreams and slim wallets. Unlike the mega launch marked by much fanfare in Hyderabad in 2018, where people flocked to the store in huge numbers, Ikea had to maintain an in-store limit this time in keeping with Covid2019 protocols. Despite restrictions, the opening of 5.3 lakh+ sq ft store was still a huge hit, as the in-store visit slots were pre-booked heavily. Even though it was challenging, the brand managed all the preparations for the store at the height of the pandemic.
“One of the biggest challenges was how do we create the buzz and excitement of a new store and manage to control the crowds and ensure they enjoy a safe shopping experience. We are really happy to say that we managed to achieve this well and our store is off to a good start,” said Ikea India marketing head Amitabh Pande.
Despite being a global brand, India has not been an easy ride for Ikea. It reported net loss of Rs 720 crore in the financial year ended March 2020. On the positive side, its net sales grew 64.68 per cent to Rs 566 crore in FY 2019-20, up from Rs 343.7 crore in the previous fiscal. The furniture retailer needs to create trust, and accessibility for the brand in the Indian market. Unless people are convinced that they are buying a superior product at Ikea at an affordable price in comparison to the traditional store from where they used to purchase furnishing products, they will never adopt the brand. One of the major tasks for the brand is to get consumers to sample its store and catalogues. So, the big marketing challenge in India is ‘How do you build an iconic brand in a new market?’
Pande said, “Ikea is an extremely well known and iconic brand in the rest of the world, whereas in India it started from the ground up. India is a new market, where we get to explore understanding people’s life at home and then based on that connecting deeply and meaningfully with our customers.”
Call it Swedish stoicism, but Ikea’s plans for the Indian market remain undeterred even in the wake of the pandemic. The management continues to believe in the long term vision it has. “We continue to believe in building the brand in India and spending in marketing is a big part of that. We have no plans in altering the existing marketing budget for 2021,” affirmed Pande.
The brand has a long term vision for the Indian market. It has already invested Rs 7,000 crore in India, across its two stores and several fulfilment centres. It is now working towards opening outlets in cities like Bengaluru and New Delhi along with smaller stores in other cities. Ikea continues to focus on opportunities to grow the business in existing channels and through opening new channels and units.
The brand has also ramped up its marketing activities in the last two years, releasing several campaigns across multiple mediums to focus on what role Ikea plays in a consumer’s home. These creatives mostly talk about how consumers can purchase multiple products from Ikea at an extremely nominal price.
Pande shared that the core focus on Ikea’s marketing strategy has always been to create a better everyday life for ‘the many’ and not just the few. The products signal that there is something for everyone, no matter their age, lifestyle or size of wallet. “In India we have translated the global Ikea vision into a local positioning that we refer to as ‘make every day brighter’. At the heart of it, it is about delivering well designed, functional and affordable products that speaks to the existing and changing needs from the life at home of the many people in India. It involves delivering a satisfying customer experience at our store and online. It involves our ‘people and planet positive’ sustainability agenda and what we do for our communities.”
Ikea is constantly optimising its media mix based on the needs of the campaign and is closely working with its partners to get the best ROI for each media.
“Our ATL strategies are driven by two main aspects. The first is based on building the long-term positioning of our brand as a unique, trusted and meaningful brand. Secondly, it is about activating our existing customers with new reasons to come to our meeting points repeatedly through the year- both online and offline. We have an annual calendar that we follow based on the overall marketing plan for the year,” explained Pande.
Social media is a big part of the brand’s overall communication and media strategy. It is present across all platforms – Facebook, Instagram, YouTube, Twitter, and LinkedIn and is also working with social influencers.
“Our approach is that of sharing unique Ikea communication and content, specially curated and created for social media, with a high frequency engagement with our customers. Our content is driving inspiration around life at home ideas and solutions to make a better everyday life. As well as showing our entire range of affordable home furnishing solutions for people to choose from for their needs at home,” he added.
Ikea will continue to evaluate each media and medium before betting big on it. The brand claims to have built a strong, loyal base in a very short time that comes back to it repeatedly through the year, in stores as well as on its e-commerce website ikea.in. The company has also commenced e-commerce operations in Hyderabad, Mumbai and Pune.
Pande concluded by sharing his learnings from 2020 and pointed that humans are finally realising that they cannot get away with everything. “We are being forced to re-evaluate our ways of living on this planet, expanding our presence at the cost of nature, consuming the limited resources, creating a society that is unequal and even irresponsible. I would like to believe that we have been set on a more humble, reflective and conscientious path, in terms of how we live.
One of the learnings that industries have had is about moving from ‘consumption-led growth’ to ‘purpose-led growth’. What this means is being clear on the purpose of our brands, he added.
“As I see it, consumption has been the fundamental building block for all modern economies. To the extent that so many of us believe that consumption = happiness. Brands and businesses are built on growing consumption year after year. But once we start questioning this fundamental growth driver, then how do we move forward. This is a key question we all need to answer,” Pande signed off.
Brands
Netflix India names Rekha Rane director of films and series marketing
Streaming giant bets on a seasoned marketer who helped build Amazon and Netflix into household names
MUMBAI: Netflix has put a proven brand builder at the helm of its films and series marketing in India, naming Rekha Rane as director in a move that signals sharper focus on audience growth and cultural cut-through in one of its most hotly contested markets.
Rane steps into the role after seven years at Netflix, where she has quietly shaped how the platform sells stories to India. Her latest promotion, effective February 2026, crowns a run that spans brand, slate and product marketing across originals, licensed content and new verticals such as games.
A strategic marketing and communications professional with roughly 15 years’ experience, Rane has spent much of her career building technology-led consumer businesses and new categories, notably e-commerce and subscription video on demand. She was part of the early push that introduced Amazon.in, Prime Video and Netflix to Indian homes, then helped turn them into everyday brands.
At Netflix, she most recently served as head of brand and slate marketing for India from March 2024 to February 2026, leading teams across media and marketing for global and local content portfolios. Before that, as manager for original films and series marketing, she led IP creation and go-to-market strategy for titles including Guns and Gulaabs, Kaala Paani, The Railway Men* and The Great Indian Kapil Show, spanning both binge and weekly-release formats.
Her earlier Netflix roles covered product discovery and promotion in India and integrated campaign strategy to drive conversations around the content slate, product awareness and brand-equity metrics.
Before Netflix, Rane logged more than three years at Amazon in brand marketing roles in Bengaluru. There she handled national and regional campaigns for Amazon.in, worked on customer assistance programmes in growth geographies and contributed to the go-to-market strategy for the launch of Prime Video India.
Her career began well away from streaming. At Reliance Brands in Mumbai, she worked on retail marketing for Diesel and Superdry. A stint at Leo Burnett saw her work on primary research for P&G Tide, mapping Indian shoppers’ paths to purchase. Earlier still, at Orange in the United Kingdom, she rose from sales assistant to store manager, running a team and owning monthly P&L for a retail outlet.
The arc is telling. As global streamers fight for attention in a crowded Indian market, executives who understand both mass retail behaviour and digital habit-building are prized. Rane’s career sits at that intersection.
For Netflix, the bet is simple: in a market spoilt for choice, sharp marketing can still tilt the screen. And with Rane now leading the charge, the streamer is signalling it wants not just viewers, but fandom.
Brands
Orient Beverages pops the fizz with steady Q3 gains and rising profits
Kolkata-based beverage maker reports stronger revenues and profits for December quarter.
MUMBAI: A fizzy quarter with a steady aftertaste that’s how Orient Beverages Limited, the company that manufactures and distributes packaged drinking water under the brand name Bisleri closed the December 2025 period, as the Kolkata-based drinks maker reported improved revenues and a healthy rise in profits, signalling operational stability in a competitive beverage market.
For the quarter ended December 31, 2025, Orient Beverages posted standalone revenue from operations of Rs 39.98 crore, up from Rs 36.42 crore in the previous quarter and Rs 33.53 crore in the same quarter last year. Total income for the quarter stood at Rs 42.24 crore, reflecting consistent demand and stable pricing across its beverage portfolio.
Profit before tax for the quarter came in at Rs 3.47 crore, a sharp improvement from Rs 1.31 crore in the September quarter and Rs 0.39 crore a year ago. After accounting for tax expenses of Rs 0.79 crore, the company reported a net profit of Rs 2.68 crore, nearly three times the Rs 0.99 crore recorded in the preceding quarter.
On a nine-month basis, the momentum remained intact. Revenue from operations for the period ended December 31, 2025 rose to Rs 117.66 crore, compared with Rs 106.95 crore in the corresponding period last year. Net profit for the nine months climbed to Rs 5.51 crore, more than double the Rs 2.18 crore reported in the same period of the previous financial year.
The consolidated numbers told a similar story. For the December quarter, consolidated revenue from operations stood at Rs 45.06 crore, while profit after tax came in at Rs 2.06 crore. For the nine-month period, consolidated revenue touched Rs 133.57 crore, with net profit of Rs 4.49 crore, underscoring the group’s improving profitability trajectory.
Operating expenses remained largely controlled, with cost of materials, employee benefits and other expenses broadly aligned with revenue growth. The company continued to operate within a single reportable segment beverages simplifying its cost structure and reporting framework.
The unaudited financial results were reviewed by the Audit Committee and approved by the Board of Directors at its meeting held on 7 February 2026. Statutory auditors carried out a limited review and reported no material misstatements in the results.
In a market where margins are often squeezed by input costs and competition, Orient Beverages’ latest numbers suggest the company has found a reliable rhythm not explosive, but steady enough to keep the fizz alive.
MAM
Washington Post CEO exits abruptly after newsroom cuts spark backlash
Leadership change follows layoffs, protests and a bruising battle over trust.
MUMBAI: When the presses are rolling but patience runs out, even the editor’s chair isn’t safe. The Washington Post announced on Saturday that its chief executive and publisher Will Lewis is stepping down with immediate effect, bringing a sudden end to a turbulent two-year tenure marked by financial strain, newsroom unrest and public backlash.
Lewis’s exit comes just days after the Bezos-owned newspaper announced sweeping job cuts that triggered protests outside its Washington headquarters and a wave of anger from readers and staff. While newspapers across the US are grappling with shrinking revenues and digital disruption, Lewis’s leadership had increasingly come under fire for how those pressures were handled.
The Post confirmed that Jeff D’Onofrio, a former Tumblr CEO who joined the organisation last year as chief financial officer, has taken over as CEO and publisher, effective immediately. In an email to staff, later shared by reporters on social media, Lewis said it was “the right time for me to step aside.”
The leadership change follows the announcement of large-scale redundancies earlier this week. While the Post did not officially confirm numbers, The New York Times reported that around 300 of the paper’s roughly 800 journalists were laid off. Entire teams were dismantled, including the Post’s Middle East bureau and its Kyiv-based correspondent covering the war in Ukraine.
Sports, graphics and local reporting were sharply reduced, and the paper’s daily podcast, Post Reports, was suspended. On Thursday, hundreds of journalists and supporters gathered outside the Post’s downtown office in protest, calling the cuts a blow to public-interest journalism.
Former executive editor Marty Baron described the moment as “among the darkest days in the history of one of the world’s greatest news organisations.”
Lewis defended his record in his farewell note, saying “difficult decisions” were taken to secure the paper’s long-term future and protect its ability to publish “high-quality nonpartisan news”. But his tenure coincided with growing scrutiny of editorial independence at the Post.
Owner Jeff Bezos faced criticism for reining in the paper’s traditionally liberal editorial page and blocking an endorsement of Democratic presidential candidate Kamala Harris ahead of the 2024 US election. The move was widely seen as breaking the long-standing firewall between ownership and editorial decision-making.
According to a Wall Street Journal report, around 250,000 digital subscribers cancelled their subscriptions after the paper declined to endorse Harris. The Post reportedly lost about $100 million in 2024 as advertising and subscription revenues slid.
While the wider newspaper industry continues to battle declining print advertising and the pull of social media, some national titles have stabilised. Rivals such as The Wall Street Journal and The New York Times have managed to build sustainable digital businesses, a turnaround that has so far eluded the Post despite its billionaire backing.
As Jeff D’Onofrio steps into the role, the challenge is stark, restore confidence inside the newsroom, win back readers who walked away, and prove that one of America’s most storied newspapers can still find its footing in a brutally competitive media landscape.
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