Attractions of India to IKEA

What do you think are the attractions of India to IKEA?
Why did the company chose Hyderabad as the location for its first store opening?
What are the biggest challenges IKEA faces in growing its Indian operation?
IKEA entered India by establishing a wholly owned subsidiary. Why do you think the company chose this entry mode over other entry modes, such as franchising the IKEA concept or a joint venture?