Since then, IKEA has been treading with caution.

Over its first Indian weekend, the retailer put out a message on its Instagram handle announcing that it was housefull. It even sought to bring down the excitement a notch even by assuring customers that it was here to stay and that they needn’t rush immediately.

Hej Hyderabad, your excitement has overwhelmed us (literally). Our store and parking are currently full. But there’s nothing to lose as we are open 365 days and our low prices are valid everyday. So take all the time you need.

The craze is primarily the result of IKEA’s months-long promotional efforts through front-page newspaper ads and large hoardings across the city. In Hyderabad, awareness of the brand went from a mere 5% when IKEA was still building the store to nearly 80% as the opening date approached, IKEA India’s creative director (Life at Home), Mia Lundstrom, had told Quartz in an interview last week.

However, despite this excitement, it is still too early to determine how many visitors are actually shopping. There are past examples of how footfalls have not translated into sales for IKEA. For instance, its store in Beijing, China, initially struggled to deal with visitors who simply stepped in to eat cheap meals and rest on its couches.

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