Pepperfry is an Indian online marketplace specialising in furniture and home products. Headquartered in Mumbai, Maharashtra, it is operated by Trendsutra Platform Services Private Limited and is among the largest dedicated furniture and home décor e-commerce platforms in India.
| Type | Private company |
|---|---|
| Industry | E-commerce, Furniture and home products |
| Founders | Ambareesh Murty, Ashish Shah |
| Founded | 2012 |
| Headquarters | Mumbai, Maharashtra, India |
| Parent | Trendsutra Platform Services Pvt. Ltd. |
| Area served | India |
| Website | pepperfry.com |
Pepperfry sells furniture, furnishings, lamps, kitchenware and home décor through a managed-marketplace model. The platform connects independent merchants and manufacturers with consumers, while Pepperfry handles cataloguing, last-mile delivery, assembly and after-sales service through its own logistics arm.
The company was founded in 2012 by Ambareesh Murty and Ashish Shah, both former executives of eBay India. It was launched as a horizontal marketplace before pivoting to focus on the furniture and home category, where average transaction values were higher and competition from generalist e-commerce players was relatively limited.
Over subsequent years, Pepperfry raised multiple rounds of funding from investors including Norwest Venture Partners, Goldman Sachs, Bertelsmann India Investments and State Street Global Advisors, supporting its expansion of warehousing, logistics and offline retail.
To complement its online business, Pepperfry began opening physical experience centres branded as Studio Pepperfry, where customers can view and test products before ordering online. These studios are spread across multiple Indian cities and are operated through a franchise-led model.
Co-founder and chief executive Ambareesh Murty died in 2023. Following his death, co-founder Ashish Shah took over as chief executive of the company.
Pepperfry operates a hub-and-spoke distribution network with regional fulfilment centres and a fleet of delivery and assembly vehicles. The company sources from a network of merchant partners, many of them small and medium furniture manufacturers based in clusters such as Jodhpur, Jaipur and parts of southern India. Products are offered under in-house labels as well as third-party brands.
Pepperfry is regarded as one of the early movers in organising India's largely unbranded furniture retail market through online channels. Its combination of an online marketplace with offline studios and dedicated reverse logistics has been cited as an example of an omnichannel approach in Indian consumer internet commerce.