Pepperfry Brand History And Marketing Strategies

Brand name- Pepperfry
Founder– Ashish Shah

Pepperfry is the largest and popular online furniture store in India. They mainly deal with home decor segments like furnishing, lighting and lamps, kitchen appliances, housekeeping and bath equipment, and dining.

Pepperfry has more than 3.5 million registered users and more than 5 million monthly visits.

How it all started

Pepperfry started with the aim to cut short the hassle in the delivery of furniture. Pepperfry gives merchants from across the country to sell their items on the site after agreeing on commercial terms.

Pepperfry understood the changing times and the changing customer demands in the 21st century.

They saw the positive aspects of the internet and started their very own website which provides customers with an option to choose from a wide range of furniture.

And in Mumbai, they have the facility to deliver furniture at the customer’s doorstep in a matter of 6 days or even less than that.


Pepperfry was launched in November 2011 and was founded by former-eBay CEO Ambareesh Murty and one of his former colleagues at eBay, Ashish Shah.

Both of them had a common vision to make lives easier and provide valuable products to the customers.  Pepperfry ensures quick and damage-free doorstep delivery of bulky furniture.

Initially, Pepperfry has its centers in Mumbai, Bhiwandi, Jodhpur, Pune, Delhi, Bengaluru, Kolkata, Vadodara, Hyderabad, Chennai, and Cochin and enable smooth and speedy delivery of products.

And in April 2013, Pepperfry launched its mobile site or website which has more than 600 global and national brands with more than 70 national brands in the furniture segment alone.

Pepperfry also features national brands like Godrej, Nilkamal, Spacewood, Durian, Hometown, Furniture Kraft, and global furniture brands like GEBE, Eurosteel Office Furniture, Defianz, HeveaPac, and others on the website.

Pepperfry Marketing strategy and its successes

Variety of products- 

Pepperfry is known for its variety of products they offer more than 1 million furniture products starting from furnishing to kitchen and dining alone. Furniture like sofas, cabinets, beds, study tables, chairs, and mattresses is found on the website.

They have special kids section where they provide cribs to kids’ beds and study tables keeping in mind the needs of the kids.

In the section of home decors, one can find wall shelves, mirrors, clocks, photo frames, key holders, jharokhas, magazine racks, Carpets, Dhurries, Runners, Door Curtains, Window Curtains, Cushion Covers, Cushions, Chair Pads, Floor Mats, Throws, Towels just to name a few.

Under the section Homeware items like Cloth Dryers, Laundry Baskets, Ironing Boards, Step Ladders, Dustbins, Door Mats, Room Fragrances, Ash Trays, Table Linen, Placemats, Coasters can be found.

They also have their stores named studio Pepperfry where the customers can choose their products and they recently launched the facility to specially customize pieces of furniture according to their needs.

Quality of the products– 

The products listed in Pepperfry are mainly from well-known brands and merchants. The products sold at Pepperfry are known for their durability and aesthetic charm.

The furniture is specially designed to fit in the latest trends in the 21st century and the best quality is provided to its customers to maintain the brand value and give a tough competition in the Indian market.


Pepperfry has a profit margin of around 40-45%. They provide discounts and offers for customers to increase their sales. The pricing strategy also is dependent on the rival companies to boost the sale.

They also provide discount coupons to the customers to increase the sale of the products. These factors became an important reason for Pepperfry to be popular in the Indian market.

Reach of the brand in the Indian market- 

The brand is present all over India in major metropolitan Bengaluru, Mumbai, Navi Mumbai, Delhi, Hyderabad, Pune, Chennai, Gurgaon, Kolkata, Noida, Goa, Ghaziabad, Ahmedabad, Coimbatore, Faridabad, Jaipur, Lucknow, Kochi, Visakhapatnam, Chandigarh, Vadodara, Nagpur, Thiruvananthapuram, Indore, Mysore, Bhopal, Surat, Jalandhar, Patna, Ludhiana, Nashik, Madurai, Kanpur, and other places.

Pepperfry owns over five hundred vehicles for the fulfillment of orders. The brand has built the Padgha warehouse which is the largest furniture warehouse in India.

They have over 20 Studio Pepperfry across the country to provide the best customer service and provide the best products to satisfy the needs of the customers.

Awards and recognitions- 

Pepperfry received the Red Herring Asia Top 100 award in 2012 which showcases the most promising private technology ventures from Asia, the brand also won the Pure Play e-Retailer of the Year in 2014 at the Indian e-Retail Congress which recognizes outstanding performance and innovation in the retail venture.

Pepperfry also won the most prestigious Gold award at the Neon’s for Best Creative for the category of Retail Advertising in its outdoor campaign Happy Furniture to You.


The brand has taken various measures to promote its products from social media to print media and television to reach a large number of customers.

One of the initial campaigns Pepperfry tied up with Satchi and Satchi, its first television commercial with “Happy Furniture to You” to promote the brand.

This advertisement was spread across radio, digital social platforms like Google, YouTube, and Facebook.

Other campaigns like Is Diwali Kuch badalke dekho tagline became famous for promoting love and peace among the audience during the festivals.


Pepperfry now is one of the top brands selling customized furniture in India. The wide reach of Pepperfry shows the brand’s success over the years.

Pepperfry is famous among the customers who frequently change their homes as they get all the handling facilities of the furniture by the brand.

Customers who like to decorate their homes with the latest furniture and home decor items can easily look up to Pepperfry for their desired items. Pepperfry has been successful in making a position in the market within a very short period.

Their marketing strategy has helped them to reach new heights. It was not easy for Pepperfry to make a place in the market as other sites also provided similar facilities like them.

Their unique style and customer service are top-notch are the reasons for their overall success.

India is known for its massive population and varied needs and by introducing the online website Pepperfry can reach a wide number of customers. Pepperfry is also one step ahead as they have their retail stores in some of the major metropolitan cities.

It can be rightly said that Pepperfry is successful to fulfill the aim to bring happiness and comfort to the customers. 

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