Fancy Name for a Steel Thali..Harsh Goenka Takes a Dig at IKEA

Industrialist Harsh Goenka has sparked an online conversation with a humorous post on X about IKEA marketing a stainless-steel plate as a “chic chrome plate” priced at ₹760. Drawing parallels with earlier instances of Indian-inspired products gaining attention in the premium fashion and lifestyle market, Goenka joked that the humble Indian thali had now received a fashionable rebranding. He pointed out that stainless-steel plates, bowls and tumblers have been everyday essentials in Indian households for generations, serving meals during ordinary days, festive occasions and family gatherings. His remark struck a familiar chord with many Indians, highlighting how a simple household item can sound like a premium design product when presented with stylish branding.

Taking the joke further, Goenka imagined IKEA introducing another everyday Indian kitchen utensil under an elaborate name. “Can’t wait for IKEA to drop the ‘Aerodynamic Dough-Flattening Wand’ (our humble belan) for ₹4,500,” he quipped. The belan, or rolling pin, is a familiar kitchen tool used to prepare rotis, parathas and other flatbreads. Goenka humorously suggested that such a product might even carry a warning label cautioning Indian wives against using it as a missile against their husbands. His witty remarks have added a playful twist to the conversation about how traditional Indian household essentials can be repackaged as premium lifestyle products through creative naming and marketing.