Pepperfry
An Indian omnichannel marketplace for furniture, home décor, kitchen products, and interior-related offerings.
Last updated August 21, 2026
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Overview
Pepperfry is an Indian furniture and home-living commerce company founded in Mumbai in 2011 by Ambareesh Murty and Ashish Shah, both of whom had previously worked at eBay. The business began as an online marketplace and developed into an omnichannel retail platform combining digital merchandising, physical studios, supplier relationships, warehousing, delivery capabilities, and interior-related services. Its principal assortment covers furniture, home décor, furnishings, kitchenware, storage, lighting, mattresses, and other products used in residential spaces. The marketplace model allows customers to browse products from multiple brands and sellers, while Pepperfry’s own retail infrastructure gives customers opportunities to view materials, finishes, room settings, and selected products in person. The company opened its first offline store in Mumbai in 2014 and subsequently expanded its studio network across Indian cities. By 2019, it had reported more than 70 stores across 28 cities. The later network included both company-operated and franchise-operated studios, with the reference material identifying 43 company-owned studios and 142 franchise studios in 2023. Pepperfry’s physical expansion was intended to address a recurring challenge in online furniture retail: customers often want to assess scale, construction, upholstery, color, and finish before purchasing large or relatively high-consideration products. Its studios therefore function as discovery and consultation locations as well as retail outlets. The company has also developed logistics capabilities under the PepCart name and operates warehouses in Bengaluru, Jodhpur, Mumbai, and Delhi. A further warehouse was added in the Hoskote area of Bengaluru in 2023. The company broadened its scope beyond marketplace retail in 2020 by entering the home-interior space through partnerships involving brands such as Hettich, Bosch, Siemens, Kajaria, and Gyproc. This move placed Pepperfry closer to the wider home-improvement and interior-solutions market, rather than limiting it to transactional furniture sales. Its positioning is generally accessible to upper-middle-market and mass-premium Indian consumers, with a broad range intended to span different budgets and design preferences. Pepperfry has been backed by institutional and strategic investors through multiple private funding rounds. The company announced in May 2022 that it had become a public company and planned to pursue a stock-market listing, but the supplied reference material does not establish that a listing had been completed. In 2023, after the death of Ambareesh Murty, co-founder Ashish Shah became chief executive. The leadership change preserved continuity with the founding team while marking a new phase for the business. Pepperfry continues to operate as an India-focused furniture and home-products brand with an integrated online, studio, marketplace, and logistics model. Its competitive identity rests on assortment breadth, physical product discovery, distribution reach, and the combination of retail and interior-related services.
History
Pepperfry was established in Mumbai in 2011 by Ambareesh Murty and Ashish Shah. The founders had both worked at eBay, and they applied experience in internet commerce to a category that was relatively difficult to transact online: furniture and home products. Unlike compact, standardized goods, furniture requires decisions about dimensions, materials, delivery, assembly, room fit, and visual appearance. Pepperfry’s original online marketplace model attempted to solve these issues through broad digital assortment and supplier participation. The company gradually moved beyond a purely digital model. In 2014, it opened its first physical store in Mumbai, creating a showroom environment where customers could inspect selected products and receive help with purchase decisions. The offline format became a continuing part of the brand’s strategy. By 2019, Pepperfry had expanded to more than 70 stores across 28 Indian cities. It later operated a mixed network of company-owned and franchise studios. The reference material reports 43 company-owned studios in 13 cities and 142 franchise-operated studios in 109 cities as of 2023. The studio network supported an omnichannel model in which online browsing and physical discovery complemented one another. Customers could use the website for range, comparison, and ordering while visiting studios to evaluate furniture settings, finishes, and product quality. This approach also enabled Pepperfry to reach markets where a large conventional furniture store might be difficult to establish. Franchise operations provided an additional route for geographic expansion. Pepperfry developed operational capabilities alongside its retail presence. Its logistics network, referred to as PepCart, supported movement and delivery of bulky home products. Warehouses were reported in Bengaluru, Jodhpur, Mumbai, and Delhi, and the company added a fifth facility in the Hoskote area of Bengaluru in 2023. These assets were important because furniture commerce depends on specialized handling, regional inventory placement, scheduled delivery, and coordination with installation or assembly services. In 2020, Pepperfry entered the home-interior space through partnerships with companies including Hettich, Bosch, Siemens, Kajaria, and Gyproc. The expansion connected the company’s furniture marketplace with broader interior projects and home-improvement requirements. It also diversified the brand’s role from an online destination for individual products toward a platform able to participate in more comprehensive home design and furnishing decisions. The company raised private capital through several rounds during its growth period. The supplied reference identifies early backing from Norwest Venture Partners India, later participation from Bertelsmann India Investments, Goldman Sachs, Zodius Technology Fund, State Street Global Advisors, and Pidilite Industries, as well as later debt financing involving institutional and family-office investors. In May 2022, Pepperfry announced that it had become a public company and planned to list on stock exchanges. The available material does not establish that the proposed listing was completed. A major leadership transition followed the death of co-founder and chief executive Ambareesh Murty. In 2023, fellow co-founder Ashish Shah became chief executive. Pepperfry also continued to expand its retail and logistics footprint during this period. Its 2023 Swadeshi Is Great campaign emphasized Indian artisans and locally produced goods, reflecting an effort to connect the company with domestic sourcing and cultural themes. Pepperfry’s development illustrates the evolution of Indian online furniture retail from marketplace-only operations toward omnichannel commerce. Its current model combines a digital catalog, third-party and branded products, physical studios, franchise distribution, warehouses, logistics, and home-interior partnerships. The company remains focused primarily on the Indian market and competes for customers seeking both convenience and greater confidence when buying furniture and décor online.
- 2023
Leadership transition
[1]Co-founder Ashish Shah became chief executive after the death of former chief executive Ambareesh Murty.
- 2023
Hoskote warehouse added
[1]Pepperfry added a warehouse in Bengaluru’s Hoskote area, bringing its reported warehouse footprint to five locations.
- 2022
Public-company announcement
[1]Pepperfry announced that it had become a public company and planned to seek a stock-market listing.
- 2020
Expansion into home interiors
[1]Pepperfry entered the home-interior space through partnerships with brands including Hettich, Bosch, Siemens, Kajaria, and Gyproc.
- 2019
Retail network passes 70 stores
[1]The company had expanded to more than 70 stores across 28 Indian cities.
- 2014
First physical store opens
[1]Pepperfry opened its first offline store in Mumbai, beginning the transition toward an omnichannel studio model.
- 2011
Pepperfry is founded
[1]Ambareesh Murty and Ashish Shah founded Pepperfry in Mumbai as an online marketplace focused on furniture and home décor.
Products and positioning
Mass-premium and accessible upper-middle-market omnichannel furniture and home-living retail
Furniture · 2011
Furniture
Pepperfry’s core category includes furniture for living rooms, bedrooms, dining areas, workspaces, and other residential settings. The marketplace model presents products from multiple sellers and brands, with assortment spanning different materials, designs, sizes, and price points. Physical studios complement online browsing by allowing customers to see selected furniture and room arrangements before ordering.
Home décor · 2011
Home décor
The home-décor range covers decorative and functional products intended to personalize residential interiors. It extends Pepperfry beyond large furniture into smaller and more frequently purchased items, helping the platform serve customers furnishing complete rooms as well as those making incremental décor changes.
Kitchenware and dining
Kitchen and dining
Pepperfry offers kitchenware, dining furniture, and related home products. This category connects the platform’s furniture assortment with practical household use cases, including dining rooms, kitchen organization, and everyday domestic equipment.
Logistics
PepCart
PepCart is the logistics network associated with Pepperfry’s furniture and home-products operations. It supports the movement and delivery of bulky products through warehouse and distribution infrastructure, an important part of the company’s model because furniture fulfillment requires specialized handling and scheduled delivery.
Interior services and products · 2020
Home-interior solutions
Introduced through partnerships in 2020, Pepperfry’s home-interior offering broadened the business into coordinated interior and home-improvement requirements. The partner ecosystem cited in the reference includes Hettich, Bosch, Siemens, Kajaria, and Gyproc.
Marketing campaigns
- 2023Swadeshi Is Great
India
Pepperfry launched Swadeshi Is Great to celebrate Indian products and support local artisans. The campaign connected the brand’s marketplace with themes of domestic craftsmanship, locally made goods, and Indian cultural identity.
Brand decisions
2022
Prepare for a possible public listingStrategyBackground
After operating as a privately funded company, Pepperfry announced a corporate-status change and a plan to seek access to public stock markets.
Action taken
Pepperfry announced in May 2022 that it had become a public company and intended to list on stock exchanges.
Aftermath
The supplied reference does not confirm that a stock-market listing was completed.
2020
Enter the home-interior segmentStrategyBackground
Pepperfry sought to extend its role beyond individual furniture transactions into broader home furnishing and interior requirements.
Action taken
The company entered the home-interior space through partnerships with brands including Hettich, Bosch, Siemens, Kajaria, and Gyproc.
Aftermath
The move broadened Pepperfry’s scope into interior-related products and solutions.
2014
Adopt an omnichannel retail modelStrategyBackground
Furniture is a high-consideration category in which customers may want to inspect scale, materials, finishes, and room settings before buying.
Action taken
Pepperfry opened its first offline store in Mumbai and subsequently built a network of company-owned and franchise-operated studios alongside its online marketplace.
Aftermath
The studio network became a central part of Pepperfry’s Indian distribution and customer-discovery model.
Recent events
Pepperfry launches Diwali campaign featuring Kareena Kapoor Khan and Saif Ali Khan[2]
Reported:
Pepperfry launched a Diwali campaign featuring Kareena Kapoor Khan and Saif Ali Khan as its first-ever brand ambassadors. The campaign aims to showcase how furniture can bring about a change in people’s lives.
Pepperfry secures ₹35 crore in funding[3]
Reported:
Pepperfry secured ₹35 crore in fresh funding from InnoVen Capital. Pepperfry said the funds would be used to expand its footprint across India and strengthen its capital.
SBI announces YONO Super Saving Days[4]
Reported:
State Bank of India announced the YONO Super Saving Days shopping carnival, scheduled to run from February 4 through February 7, with discounts and cashback for YONO users. YONO partnered with merchants including Amazon, OYO, Pepperfry, Samsung and Yatra for offers.
Pepperfry launches Family Times = Pepperfry Times campaign[5]
Reported:
Pepperfry launched a Diwali campaign called “Family times = Pepperfry times,” featuring a TV commercial about a father and daughter sharing a home and furniture during the festival.
Sources5 sources
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