INNEHÅLLSRIK SOCIAL ENTREPRENEURS PR KIT. Sakshi Shukla, an artisan from the social enterprise Rangsutra, working on the IKEA INNEHÅLLSRIK collection

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1 INNEHÅLLSRIK SOCIAL ENTREPRENEURS PR KIT Sakshi Shukla, an artisan from the social enterprise Rangsutra, working on the IKEA INNEHÅLLSRIK collection

PR KIT SOCIAL ENTREPRENEURS EMPOWERING WOMEN THROUGH CRAFT By working with Social Entrepreneurs, IKEA creates jobs for talented women in parts of the world where it s needed the most.

2 PR KIT SOCIAL ENTREPRENEURS EMPOWERING WOMEN THROUGH CRAFT By working with Social Entrepreneurs, IKEA creates jobs for talented women in parts of the world where it s needed the most. The initiative empowers women to make a better everyday life for themselves and their communities. It creates not only jobs, but also self-confidence, pride, economic empowerment, positivity and change. The IKEA Social Entrepreneurs initiative was founded in The INNEHÅLLSRIK collection is the 7th limited collection co-created with skilled female artisans in India. We re so proud of our partnership with these talented artisans. Therefore, we ve decided to use the INNEHÅLLSRIK collection launch to celebrate handicraft and the empowered women creating it. PH149093

PR KIT Renu Devi, an artisan from the social enterprise Rangsutra, working on the IKEA INNEHÅLLSRIK collection THE INTERNATIONAL WOMEN S DAY International Women s Day is held annually on March 8 to

3 PR KIT Renu Devi, an artisan from the social enterprise Rangsutra, working on the IKEA INNEHÅLLSRIK collection THE INTERNATIONAL WOMEN S DAY International Women s Day is held annually on March 8 to celebrate women s achievements throughout history and across nations. It is also known as the United Nations (UN) Day for Women s Rights and International Peace. IKEA as a brand is on a journey to create impact and reinforce the perception of IKEA as a unique, meaningful and trusted brand, company and employer with a force for good. International Women s Day is the perfect moment to highlight what IKEA as a brand is doing to close the gender gap in different ways. The Social Entepreneurs Initiative and our work with female artisans in India is a perfect example of this. As such, the content around the INNEHÅLLSRIK collection launch is ideal to use in bigger campaigns concerning International Women s Day. PH149092

4 Sunita Prajapati, an artisan from the social enterprise Rangsutra, working on the IKEA INNEHÅLLSRIK collection PH PH PH149091

PR KIT LEARN HANDCRAFT FROM FEMALE INDIAN ARTISANS Together with female Indian artisans IKEA has developed a series of unique tutorials where everyone can learn handicrafts themselves.

5 PR KIT LEARN HANDCRAFT FROM FEMALE INDIAN ARTISANS Together with female Indian artisans IKEA has developed a series of unique tutorials where everyone can learn handicrafts themselves. Today, many use their hands for little more than operating smart phones. IKEA wanted to revive the dying art of handicraft. The aim of these tutorials is to spread the benefit of disappearing crafts while portraying the women who keep them alive. of basket weaving while making a basket for her dog; Rekha who introduces us to patchwork while making a blanket for her 1 year old son; and lastly, we meet Sakshi who teaches us embroidery by making a tote bag for her school books. The tutorials will be released on International Women s day on March 8th In three different tutorials, we meet artisans from two social enterprises in India, Rangsutra and Industree, who work with IKEA via the Social Entrepreneurs initiative. We meet Mani, who teaches us the basics SCREENGRAB WITH MANI FROM BASKET WEAVING TUTORIAL VIDEO

PR KIT INNEHÅLLSRIK CELEBRATING THE HANDMADE The INNEHÅLLSRIK collection is made from natural materials and showcases traditional handicraft, including banana fiber baskets, handwoven and hand

6 PR KIT INNEHÅLLSRIK CELEBRATING THE HANDMADE The INNEHÅLLSRIK collection is made from natural materials and showcases traditional handicraft, including banana fiber baskets, handwoven and hand embroidered blankets, towels and cushion covers. The collection has been designed by product developer Stina Engler and designer Sarah Fager and developed together with skilled artisans from Rangsutra and Industree. For product developer Stina Engler, travelling to India to work with the artisans, was a chance to do things differently. We d already decided that we wanted INNEHÅLLSRIK to have a beachy theme with a blue color and natural materials, but it wasn t until we travelled to New Delhi, that the collection really came alive. Arriving off the plane and into a big textile market, Stina and Sarah were struck by the beauty of traditional Indian textiles. We saw these amazing blue patterned textiles which just spoke to us straight away, Stina says. And then meeting the artisans, we were able to bounce ideas off each other, decide on embroidery and what type of weaving to use. The result is a collection that celebrates the handmade. PH149225

Blue 904.038.65 Blue/white 104.038.50 26 26" $15/ea Blue 204.

7 INNEHÅLLSRIK Cushion cover 20 20" $ 12/ea INNEHÅLLSRIK Cushion cover 20 20" $12/ea Blue Blue/white " $15/ea Blue PH PH149121

PR KIT IKEA SOCIAL ENTREPRENEURS CO-CREATION In 2013, IKEA began forming long-term partnerships with social enterprises through the IKEA Social Entrepreneurs initiative.

8 PR KIT IKEA SOCIAL ENTREPRENEURS CO-CREATION In 2013, IKEA began forming long-term partnerships with social enterprises through the IKEA Social Entrepreneurs initiative. The purpose of the initiative is to be an accelerator and enabler for women s empowerment and for marginalized people, to move from dependency to independency by connecting social entrepreneurs and businesses to the IKEA value chain. Since 2013, the number of IKEA social enterprise partners has grown from 4 to 17. Today, IKEA contributes to the livelihoods of more than 10,500 people through our partnerships with social enterprises. To support the development of our social enterprise partners and to help them grow, we work closely together to share knowledge about design, production, environmental management, export and much more. Most important is that the social enterprises gain access to a global marketplace the IKEA stores and online platforms providing a strong foundation for self-sufficiency and independence. IKEA benefits by having access to skilled artisans working with traditional handicrafts like pottery, embroidery, hand-woven textiles, and handmade paper. This lets us offer our customers something really unique: handcrafted products from social enterprises, whose main business goal is to change people s lives for the better. PH149097

INNEHÅLLSRIK collection INNEHÅLLSRIK Throw $ 34

9 Manju Prajapati, an artisan from the social enterprise Rangsutra, working on the IKEA INNEHÅLLSRIK collection INNEHÅLLSRIK Throw $ /ea INNEHÅLLSRIK Throw $34.99/ea PH PH149082

I like to think of a craftsperson as someone who makes things with her hands, her head and her

d Program Manager, Rangsutra INNEHÅLLSRIK Box with lid W5 D4 H3½" $ 9 99 /ea INNEHÅLLSRIK

63 PH149119 Rekha, an artisan from the social enterprise, Rangsutra, working on the IKEA

10 I like to think of a craftsperson as someone who makes things with her hands, her head and her heart, and I think you see that in what they create. - Dr. Dipti, Ph.d Program Manager, Rangsutra INNEHÅLLSRIK Box with lid W5 D4 H3½" $ 9 99 /ea INNEHÅLLSRIK Cushion cover 20 20" $12/ea Blue Blue/white " $15/ea Blue PH Rekha, an artisan from the social enterprise, Rangsutra, working on the IKEA INNEHÅLLSRIK collection PH INNEHÅLLSRIK Box with lid W5 D4 H3½" $9.99/ea W10 D5½ H6" $12.99/ea PH149115

11 PR KIT OUR PARTNERS IN INDIA Village life in India can hold precious few opportunities for a consistent income, especially for women. That s why we ve partnered with two likeminded Indian social enterprises, Rangsutra and Industree, with the goal to empower women through craft. Working as an artisan at Rangsutra or Industree, opens up a world of new possibilities for these women. It provides them with possibilities like having a bank account, being able to invest in their children s education especially in their girls, building a new home and building their self-confidence and skills as artisans and businesswomen. The audit showed that since the initiative started in 2013, there has been strong, positive improvements in the artisans life. Through the initiative, the female artisans have gained a consistent income, and the social audit shows that they have chosen to invest it in: Education for their children (7 out of 10 women invest in better schooling) Better food Lifestyle improvements (here mobility is important, many choose to save for a bicycle/moped) Savings: More women have savings, and also gained knowledge on how to open a bank account. A social audit was recently done by external partners to objectively see the impact of the initiative on the artisans living situations. PH149103

PR KIT Rangsutra Rangsutra has been in business for 10 years working to secure sustainable livelihoods for rural women and to nurture local handicraft traditions.

12 PR KIT Rangsutra Rangsutra has been in business for 10 years working to secure sustainable livelihoods for rural women and to nurture local handicraft traditions. Artisans at Rangsutra specialize in traditional Indian embroidery, textile and grass weaving and come from rural areas in north western and central India. Based in a part of the country where it s tough to find consistent work, Rangsutra employs over 3000 skilled artisans, and 500 of these are engaged in the production of the IKEA collections. 70% of the artisans working at Rangsutra are shareholders in the company. Industree Producer Transform Located in the south of India, Industree Producer Transform, nurtures traditional craftsmanship through the making of handwoven products, out of natural materials like banana fibers. This, in turn, supports the livelihoods of around 600 artisans. 510 of these artisans are engaged in the production of the IKEA collections. 80% of the artisans at Industree are women. All artisans are voting members of self-help groups and decide together how much money they will collectively save each month and what the money will be used for. In addition to creating collections together with IKEA, Industree also sells its own unique products wholesale and in stores across India. PH149096

INNEHÅLLSRIK Bath towel $ 14 99 /ea Our whole mission here is to enable

the power into their own hands. - Dr. Dipti, Ph.

13 INNEHÅLLSRIK Bath towel $ /ea Our whole mission here is to enable women to empower their lives and the future of their daughters, by taking the power into their own hands. - Dr. Dipti, Ph.d Program Manager, Rangsutra INNEHÅLLSRIK Bath towel $14.99/ea Dark blue PH PH149090

14 OVERVIEW: TUTORIAL VIDEOS MANI - BASKETRY REKHA - PATCHWORK SAKSHI - EMBROIDERY

OVERVIEW: PRODUCTS PE657661 PE657671 PE657655 PE657656 PE674486

Designer: Sarah Fager. W13½ H31½". Blue/white 104.038.

039.91 INNEHÅLLSRIK Basket $5.99 Sarah Fager. Ø7⅛, H7¾". Blue 404.039.76 INNEHÅLLSRIK Toiletry bag $9.

76 INNEHÅLLSRIK Bath towel $14.99 Sarah Fager. W55 L28".

48 PE657664 PE657665 PE657666 PE657670 PE674488 PE674487 PE657662

65 INNEHÅLLSRIK Cushion cover $12 Sarah Fager. L20 W20".

L26 W16". Light blue/white 704.038.66 INNEHÅLLSRIK Throw $34.

99 Sarah Fager. W20 28". Dark blue 504.038.

Imported Designer: Sarah Fager. W20 L28". Light blue 504.043.

Imported. Designer: Sarah Fager. W5 D4 H3½". Blue/white 104.038.

100% cotton. Designer: Sarah Fager. L13 W9½ H11". 404.039.

99 Clear lacquered banana fibers. Sarah Fager. L15¾ W15¾ H17¾". 504.

15 OVERVIEW: PRODUCTS PE PE PE PE PE PE PE INNEHÅLLSRIK Bed pocket $12 100% cotton. Imported. Designer: Sarah Fager. W13½ H31½". Blue/white INNEHÅLLSRIK Basket $5.99 Sarah Fager. Ø7⅛, H7¾". Blue/white INNEHÅLLSRIK Basket $5.99 Sarah Fager. Ø7⅛, H7¾". Blue INNEHÅLLSRIK Toiletry bag $9.99 Sarah Fager. L9 W7 H4¼". Blue/white INNEHÅLLSRIK Bath towel $14.99 Sarah Fager. W55 L28". Dark blue INNEHÅLLSRIK Bath towel $14.99 Sarah Fager. W55 L28". Light blue INNEHÅLLSRIK Cushion cover $15 Sarah Fager. L26 W26". Blue PE PE PE PE PE PE PE INNEHÅLLSRIK Cushion cover $12 Sarah Fager. L20 W20". Blue INNEHÅLLSRIK Cushion cover $12 Sarah Fager. L20 W20". Blue/white INNEHÅLLSRIK Cushion cover $15 Sarah Fager. L26 W16". Light blue/white INNEHÅLLSRIK Throw $34.99 Sarah Fager. W44 L79". Blue INNEHÅLLSRIK Dish towel $7.99 Sarah Fager. W20 28". Dark blue INNEHÅLLSRIK Dish towel $ % cotton. Imported Designer: Sarah Fager. W20 L28". Light blue INNEHÅLLSRIK Box with lid $9.99 Cardboard and 100% cotton. Imported. Designer: Sarah Fager. W5 D4 H3½". Blue/white PE INNEHÅLLSRIK Basket $14.99 Clear lacquered banana fibers. 100% cotton. Designer: Sarah Fager. L13 W9½ H11" PE INNEHÅLLSRIK Basket with handles $39.99 Clear lacquered banana fibers. Sarah Fager. L15¾ W15¾ H17¾" PE INNEHÅLLSRIK Basket with handles $24.99 Clear lacquered banana fibers. Sarah Fager. L20½ W14¼ H11¾" PE INNEHÅLLSRIK Box with lid $12.99 Cardboard and 100% cotton. Imported. Designer: Sarah Fager. W10 D5½ H6". Blue/white

Inter IKEA Systems B.V. 2017 CONTACT MAY 2018 Janice Simonsen IKEA Design Spokesperson Email janice.simonsen@ikea.

16 Inter IKEA Systems B.V CONTACT MAY 2018 Janice Simonsen IKEA Design Spokesperson Phone x5343 The INNEHÅLLSRIK collection is available only in select IKEA stores: IKEA Elizabeth, IKEA Long Island, IKEA Woodbridge, IKEA Conshohocken, IKEA New Haven, IKEA Philadelphia, IKEA Paramus, IKEA College Park, IKEA Brooklyn, IKEA Centennial, IKEA Draper, IKEA Portland, IKEA West Sacramento, IKEA Emeryville, IKEA East Palo Alto, and IKEA Renton PH149099

INNEHÅLLSRIK SOCIAL ENTREPRENEURS. Sakshi Shukla, an artisan from the social enterprise Rangsutra, working on the IKEA INNEHÅLLSRIK collection

INNEHÅLLSRIK SOCIAL ENTREPRENEURS Sakshi Shukla, an artisan from the social enterprise Rangsutra, working on the IKEA INNEHÅLLSRIK collection SOCIAL ENTREPRENEURS EMPOWERING WOMEN THROUGH CRAFT By working