For regular international travellers, particularly to Europe, IKEA is, quite literally, a household name. The $42-billion Swedish home furnishings giant has been known for its massive stores and trademark furniture style. So it was no surprise that, given India’s booming aspirational economy, the opening of its first store—called the Blue Box because of its look—in Hyderabad in 2018 saw massive crowds eager to see what was on offer. Four years and five stores later, IKEA, which in a sense was testing the Indian waters so far, has decided to amp up its India play. The reasons are not far to seek. With a huge millennial population that is keen to live well, India is a lucrative market for IKEA. Besides, internationally, despite its global presence, the company is still heavily…