In a country where buying furniture was once limited to a few local stores or roadside carpenters, Pepperfry has emerged as a trailblazer. Since its inception in 2011, the online furniture and home décor retailer has redefined the way Indians shop for their living spaces. With a strong mix of innovation, accessibility, and customer-centric strategies, Pepperfry has successfully carved a niche in the fragmented and traditionally offline Indian furniture market.
Pepperfry was launched by former eBay executives Ambareesh Murty and Ashish Shah with a vision to make quality furniture accessible to Indian households. What started as an e-commerce platform has now evolved into a comprehensive home solutions brand. At a time when online shopping for furniture was considered risky due to the high-touch nature of the products, Pepperfry
Company Overview
Founded in 2011 by Ambareesh Murty and Ashish Shah, Pepperfry has emerged as one of India’s largest online furniture and home décor marketplaces. Headquartered in Mumbai, the company was created with a simple but ambitious mission: to transform how Indians furnish their homes by bringing variety, convenience, and trust to the largely unorganized furniture sector. Today, Pepperfry offers over 1,00,000 products ranging from sofas and beds to lighting and décor accessories, catering to diverse tastes and budgets across urban and semi-urban India.
Unique Approach
What sets Pepperfry apart is its customer-first philosophy combined with deep tech integration. Unlike traditional offline furniture shopping—which often involves multiple visits, limited choices, and inconsistent quality—Pepperfry provides a seamless digital experience backed by detailed product visuals, 360-degree views, and customer reviews. The company also introduced ‘Studio Pepperfry,’ a network of offline experience centers where customers can touch and feel products before purchasing online, merging the best of both worlds. Their proprietary supply chain and logistics system ensures timely deliveries even in remote areas, overcoming a significant pain point in the furniture business.
Market Impact / Problem Solved
India’s furniture market was historically fragmented, unorganized, and plagued by issues like inconsistent quality, lack of transparency, and poor after-sales service. Pepperfry disrupted this by offering verified sellers, stringent quality checks, and a customer-friendly return policy. This gave consumers confidence to buy furniture online—a category that was considered risky for e-commerce until recently. Pepperfry’s scale and reach have also empowered many local artisans and small manufacturers by providing them a platform to showcase their products to a pan-India audience, thus promoting inclusive growth.
Collaborations & Achievements
Pepperfry’s journey has been marked by strategic partnerships and significant milestones. Collaborations with global design brands and local craftsmen have helped build a rich and diverse catalog. The company raised multiple rounds of funding from prominent investors, enabling rapid expansion and technological innovation. Pepperfry was also among the pioneers to adopt augmented reality (AR) technology for furniture placement, allowing users to visualize how a product would look in their homes through their smartphones—greatly enhancing buyer confidence.
Sustainability and Innovation
In recent years, Pepperfry has taken notable steps towards sustainability. It promotes eco-friendly furniture options made from responsibly sourced wood and materials, supporting India’s growing environmental consciousness. The company is also exploring circular economy concepts by encouraging furniture refurbishment and recycling initiatives. On the innovation front, Pepperfry continuously invests in AI-driven personalization and supply chain optimization to improve customer experience and operational efficiency.
Leadership / Founder Insights
Ambareesh Murty, Pepperfry’s visionary co-founder and CEO until his untimely passing in 2020, was renowned for his relentless focus on customer experience and operational excellence. Under his leadership, Pepperfry grew from a fledgling startup into a market leader. Ashish Shah, the other co-founder, continues to steer the company with an emphasis on innovation, quality, and expanding reach. Their combined vision has been instrumental in shaping Pepperfry’s trajectory as a brand synonymous with trust and modernity in Indian homes.
