Talkwalker’s Battle of the Brands: Ikea Vs Pepperfry

Let’s talk about furniture – it’s a huge deal. Everyone needs it and up until recently, we all went about it the old fashioned way where we had local carpenters build our furniture for us. Those were the good old days but Pepperfry changed all that in the year 2011. The company was the first online retailer of furniture – it was your answer to basically anything you would need for your home décor. 

An Indian Ikea if you will. Pepperfry met with huge success and several rounds of funding without significant competition and then, just over a year ago Ikea happened. The Swedish giant finally launched in India and we all know what happened with the Ikea launch – the response was overwhelming. But the question remains, who will have a bigger slice of the $32billion dollar furniture market in India

 

Talkwalker, a social media analytics company, based in Luxembourg, takes a closer look at the buzz, using their platform. Talkwalker Analytics analyses the performance of mentions all over the internet and provides key metrics such as engagement, related themes, demographic data, geographic data and influencer data. 

 

1. Mentions: We took a look at data from all of 2019 for this edition of BOB. It looks like both brands are quite neck to neck – with Ikea leading the number of mentions for the moment. It’s interesting to note that the most engaging mentions for both brands come from media mentions and not Twitter. Pepperfry also has a more active account on Twitter than Ikea. Ikea though has a stronger presence than Pepperfry on Instagram. (We do not have data from Instagram in our coverage due to data restrictions from Facebook).

 

 

2. Hashtags: Let’s take a closer look at the hashtags. Which brand is buzzing more? It looks like this one’s for Pepperfry and may have a lot to do with the fact that they launch contests regularly and have partners in India that they can tie up with for their giveaways and promotions. Ikea of course has a lot of buzz around it because of their innovations and launch in India in Hyderabad – which coincidentally Amazon also chose for their new R&D centre.