Pepperfry

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Pepperfry

Happy
Furniture

To You

ABOUT US

Established in 2012 by Late Ambareesh Murty and Mr Ashish Shah, Pepperfry has revolutionized India’s furniture and home goods industry. As the nation’s largest omnichannel marketplace, Pepperfry has empowered thousands of regional, national, and MSME brands, providing them with a platform to reach customers across more than 300 cities. With a robust in-house supply chain, Pepperfry ensures a seamless, end-to-end customer experience. The company boasts of a curated e-commerce platform complemented by 150+ offline studios in 100+ cities and bespoke Assisted Buying services.

Our Beliefs

Our Beliefs

COURAGE

Stepping beyond comfort zones to take bold decisions and drive change with conviction.

Our Beliefs

LEARNING AGILITY

Continuously learning, adapting, and applying insights in a fast-changing environment.

Our Beliefs

FAIRNESS

Acting with integrity, transparency, and respect in all decisions and interactions.

Our Beliefs

EXCELLENCE

Striving for high standards and delivering quality outcomes consistently.

our story

OUR SECRET SAUCE

Our Secret Sauce
STUDIO PEPPERFRY

Experience
An Omnichannel World

Pioneers of the omnichannel business model, Pepperfry opened its first Studio (a ‘one-of-a-kind’ experience center) in 2014. Our studios are typically located on retail high streets in prominent neighborhoods across cities and have helped transform India’s retail landscape with a footprint of more than 200 studios in over 100 cities...
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STUDIO PEPPERFRY

Experience
An Omnichannel World

Pioneers of the omnichannel business model, Pepperfry opened its first Studio (a ‘one-of-a-kind’ experience center) in 2014. Our studios are typically located on retail high streets in prominent neighborhoods across cities and have helped transform India’s retail landscape with a footprint of more than 200 studios in over 100 cities.

Our studios help customers co-create their dream homes. In our studios, customers can choose from a variety of colors, fabrics, and textures for their furniture requirements. If required, they can also get specialized design advice from our team of interior design consultants at every studio.

PEPCART

Our Best In Class
Big-Box Supply Chain

India’s furniture market used to be hyperlocal. Pepperfry disrupted the very nature of this market by creating India’s largest big-box supply chain network. PepCart provides first-mile and last-mile logistics services to buyers and sellers in over 500 cities. PepCart has successfully delivered more than 10 million ...
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PEPCART

Our Best In Class
Big-Box Supply Chain

India’s furniture market used to be hyperlocal. Pepperfry disrupted the very nature of this market by creating India’s largest big-box supply chain network. PepCart provides first-mile and last-mile logistics services to buyers and sellers in over 500 cities. PepCart has successfully delivered more than 10 million shipments in the last decade. After all, Pepperfry is about Happy Furniture To You.

PepCart has a team of more than 1,000 supply chain professionals spread across 31 distribution centers, delivering through a fleet of 300 vehicles and assembling furniture at customers’ homes. Our specialized build-to-suit warehouses in Mumbai, Gurugram, Jodhpur, and Bangalore cater to the unique storage requirements of Furniture and Home Goods, and we support customers around the clock, helping them through phone calls, emails, and 24/7 chat services.

Our Secret Sauce
Our Secret Sauce
D2C BRANDS

Home Grown By Indian Artisans

Pepperfry identified key gaps in product and price categories for customers looking for great furniture and home goods and decided to fill these gaps with a bouquet of D2C brands. These brands (Mudramark, Amberville, Bohemiana, CasaCraft, Mintwud, and Woodsworth) offer a wide range of products that encompass unique styles, cater to distin...
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D2C BRANDS

Home Grown By Indian Artisans

Pepperfry identified key gaps in product and price categories for customers looking for great furniture and home goods and decided to fill these gaps with a bouquet of D2C brands. These brands (Mudramark, Amberville, Bohemiana, CasaCraft, Mintwud, and Woodsworth) offer a wide range of products that encompass unique styles, cater to distinct customer groups and are available at a variety of price points. We work with MSMEs to bring the latest designs to Indian consumers and ensure stringent quality assurance protocols for all our products. Through our platform, we provide our artisans and merchants access to a national consumer footprint across hundreds of cities in India.

Inspired by the classic colonial style of furniture, Amberville is synonymous with authentic, historical living. Mudramark is a brand of crafted furniture that brings India to your home. For Fashionistas, CasaCraft designs are light on the eye and high on style. An amalgamation of timeless and trendy, Woodsworth is a transitional-modern brand for all with a taste for contemporary classics. For all free-spirited individuals, Bohemiana is statement furniture that’s quite the conversation starter. A classic marriage of form and function, Mintwud presents a wide range of modern furniture that’s designed to seamlessly blend with your interiors.

COMMERCIAL PROJECTS

Commercial Design &
Build Services

Pepperfry acquired BrandMakerr in August 2022 to expand its presence into commercial projects. BrandMakerr brings over six years of experience in commercial interior solutions and has worked with over 20 brands (like KFC, Subway, Taj Hotels, IBIS, Max, BIAL, Pantaloons, Raheja’s and Amazon) across multiple locations....
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COMMERCIAL PROJECTS

Commercial Design &
Build Services

Pepperfry acquired BrandMakerr in August 2022 to expand its presence into commercial projects. BrandMakerr brings over six years of experience in commercial interior solutions and has worked with over 20 brands (like KFC, Subway, Taj Hotels, IBIS, Max, BIAL, Pantaloons, Raheja’s and Amazon) across multiple locations. Through BrandMakerr, Pepperfry is seeking to solve the commercial design, civil and interior design needs for retail brands with turnkey solutions in sectors like retail, banking, and HORECA.

Our Secret Sauce
Our Secret Sauce
B2B Purchases & Bulk Buying

End-to-End Sourcing at Unmatched Scale

Incubated a Manufacturer Base of 3000+across the Spectrum of Design & Price Points.100+ Projects Delivered from Bulk Order. Fulfilment to Full Turnkey with well-known Brands. Pepperfry’s Proprietary Logistics enables seamless fulfilment at Global-Best Damage rates of <1.5%. Strong Sourcing Capabilities across Designs & Price...
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B2B Purchases & Bulk Buying

End-to-End Sourcing at Unmatched Scale

Incubated a Manufacturer Base of 3000+across the Spectrum of Design & Price Points.100+ Projects Delivered from Bulk Order. Fulfilment to Full Turnkey with well-known Brands. Pepperfry’s Proprietary Logistics enables seamless fulfilment at Global-Best Damage rates of <1.5%. Strong Sourcing Capabilities across Designs & Price Points through Long- Standing Merchant Partnerships

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Happy Customers

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pepperfry studios

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products to choose from

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pincodes

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cities

meet our leaders

Ashish Shah

Chief Executive Officer

As Pepperfry’s Chief Executive Officer, Ashish leads Category Management, Business Development, Customer Support and Supply Chain domains. He co-founded Pepperfry in January 2012 and with his strong...
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Ashish Shah

Chief Executive Officer

Ashish Shah

Chief Executive Officer

As Pepperfry’s Chief Executive Officer, Ashish leads Category Management, Business Development, Customer Support and Supply Chain domains. He co-founded Pepperfry in January 2012 and with his strong execution focus, leadership skills have established Pepperfry as India’s No. 1 Home & Furniture destination.
Ashish is an internet industry veteran with two decades of experience in Sales Operations, Supply Chain & Logistics, Business Development & Strategy.

At Pepperfry, Ashish is result oriented, drives execution excellence and improved efficiency across category management and operations functions. He has built a proprietary distribution model that allows door delivery of large furniture items in 500+ towns across the country with an unprecedented accuracy and at lowest costs in comparison to the industry. Ashish is also responsible for driving a strong customer support orientation and has been highly successful in establishing one of the highest customer satisfaction scores in the online ecommerce space at Pepperfry.

Previously, Ashish was the Head of eBay Motors business in India, Philippines and was an integral part of the eBay India Management Team. At eBay Motors, he built India’s largest automobile transaction marketplace to a USD 100Mn business in a highly competitive market. Prior to eBay, Ashish was associated with Baazee.com and C1 India. He has also been a consultant to several corporates in India on e-procurement, logistics, packaging, and spend management.

Ashish is a chemical engineer from the University of Pune and holds a Materials Management degree from The Institute of Management Technology, Ghaziabad. Ashish is an automobile enthusiast and an avid traveller. His areas of interest include B2B Liquidation businesses and Indian politics.

Sanjay Netrabile

Chief Technology Officer

Sanjay joined Pepperfry in 2011 and his contribution in Pepperfry’s journey since its inception, is deeply embedded in the company’s decade-long journey. He is currently the Chief Technology Offic...
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Sanjay Netrabile

Chief Technology Officer

Sanjay Netrabile

Chief Technology Officer

Sanjay joined Pepperfry in 2011 and his contribution in Pepperfry’s journey since its inception, is deeply embedded in the company’s decade-long journey. He is currently the Chief Technology Officer of Pepperfry.

Sanjay has been responsible for building Pepperfry’s technological infrastructure from ground up and make it the future-forward brand that it is today. His efforts in establishing a cloud-based ecosystem have created multitude of services that help Pepperfry route its development bandwidth to areas that form the company’s core. Pepperfry often needs an offline touchpoint and has to work with product dimensions and characteristics that are a bit more complex. Sanjay Netrabile works through these unique challenges and has been leveraging technologies such as machine learning, augmented reality (AR) and virtual reality (VR) to boost the company’s sales and spruce internal operations.

Sanjay has more than 26 years of experience in the software engineering domain and has dabbled with numerous responsibilities such as developing financial systems, production control systems, consulting on offshore projects, implementing CRM systems, and architecture/development of distributed scalable services over the years to name a few.

Prior to joining Pepperfry, Sanjay worked with several companies across diverse sectors such as L&T Infotech, Times Internet Ltd., and even Zapak.com where he was part of the brand since its inception. He holds B.E. Industrial degree from Nagpur University.

Hussaine Kesury

Chief Business Officer

Hussaine is the Chief Activation Officer at Pepperfry and is responsible for leading the organization’s omnichannel efforts across Company-Owned Company-Operated (COCO) and Franchise-Owned Franchise...
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Hussaine Kesury

Chief Business Officer

Hussaine Kesury

Chief Business Officer

Hussaine is the Chief Activation Officer at Pepperfry and is responsible for leading the organization’s omnichannel efforts across Company-Owned Company-Operated (COCO) and Franchise-Owned Franchise-Operated (FOFO) Studio businesses. Previously, as the Chief Category Officer, Hussaine was responsible for scaling Pepperfry’s house brands portfolio and growing the marketplace. He continues to operate on the category front as an in-house consultant.

Bringing on board more than 20 years of experience, he has been associated with Pepperfry since its initial days and has played a pivotal role in building Pepperfry’s robust furniture portfolio. Additionally, he has led some key initiatives and business projects for the organization. In the last eight years, Hussaine’s contribution in growing the furniture business by 3X for Pepperfry has been commendable.

Previously, he has worked across divisions like marketing, sales and product management in leading companies like eBay India, Tata AIG Life Insurance and ICICI Bank among others.
He holds a Diploma in International Trade Management Import / Exports from NMIMS and is an MBA in Marketing from North Maharashtra University.

Madhusudan Bihani

Chief Financial Officer

Madhusudan Bihani joined Pepperfry in 2019 and currently serves as the Chief Financial Officer of the Company. In his role, he is responsible for corporate strategy, investor relations, fundraising, f...
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Madhusudan Bihani

Chief Financial Officer

Madhusudan Bihani

Chief Financial Officer

Madhusudan Bihani joined Pepperfry in 2019 and currently serves as the Chief Financial Officer of the Company. In his role, he is responsible for corporate strategy, investor relations, fundraising, financial operations, as well as legal and secretarial functions.

Madhusudan partners closely with the leadership team and the Board to drive financial discipline, strategic clarity, and long-term value creation. During his tenure at Pepperfry, he has led multiple fundraising initiatives and played a key role in simplifying the Group’s corporate structure, including the successful transition from an overseas structure to India through the NCLT process. He was also a core member of the leadership team that steered Pepperfry’s recent acquisition by TCC.

A seasoned finance professional, Madhusudan brings nearly two decades of experience across financial planning, business management, operations, treasury, and M&A transactions. Prior to joining Pepperfry, he spent close to a decade with Kraft Heinz India, where he held diverse leadership roles across commercial finance, treasury, taxation, operations finance, financial planning, and controllership, building deep expertise in scaling robust finance organizations.

At Kraft Heinz, Madhusudan played a pivotal role during two landmark phases: the transition following Heinz’s acquisition by 3G Capital, and the subsequent sale of the India business to Zydus Wellness, where he was closely involved in transaction execution and stakeholder management.

Madhusudan is a Chartered Accountant by profession. When he’s not crunching numbers, he’s either shuffling cards at a poker table or packing his bags for the next trip.

Shubbam Sharrma

Chief Growth Officer

With nearly two decades of experience across Retail, E-commerce, and Omnichannel businesses, this leader brings a strong track record of driving strategic growth, operational excellence, and large-sca...
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Shubbam Sharrma

Chief Growth Officer

Shubbam Sharrma

Chief Growth Officer

With nearly two decades of experience across Retail, E-commerce, and Omnichannel businesses, this leader brings a strong track record of driving strategic growth, operational excellence, and large-scale transformation. A hands-on operator at heart, they are passionate about turning bold ideas into executable strategies that deliver measurable impact and build enduring organizations.

Currently serving as Chief Business Officer at IG, they lead a 600+ member team and drive transformative initiatives across functions. Through organizational restructuring, analytics governance, and process and product excellence, they have delivered strong growth across GMV, revenue, and EBITDA.

Previously at CarDekho, they held end-to-end P&L ownership and played a key role in building and scaling the Omnichannel Used Car Retail business across 50+ cities and 100+ stores, leading a team of 750+ in a fast-paced, tech-driven startup environment with a focus on sustainable profitability.

Their journey also includes an entrepreneurial stint as Co-founder & CEO of a digital fashion brand, mentoring multiple consumer startups across fashion, beauty, and lifestyle, and a management consulting career advising consumer businesses on GTM, growth strategy, and digital transformation. They began their career at Godrej, building consumer categories across India and developing a deep understanding of the Indian market.

Driven by the ambition to build a ₹1000Cr+ omnichannel retail brand, they aim to set industry benchmarks in customer centricity, innovation, and operational excellence.

Kulbhushan Atkar

Chief of Staff

Kulbhushan Atkar is the Chief of Staff, Head of Marketing and Furniture Category at Pepperfry. Since joining the organization in 2023, he has been leading critical charter areas spanning Marketing Str...
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Kulbhushan Atkar

Chief of Staff

Kulbhushan Atkar

Chief of Staff

Kulbhushan Atkar is the Chief of Staff, Head of Marketing and Furniture Category at Pepperfry. Since joining the organization in 2023, he has been leading critical charter areas spanning Marketing Strategy, Category growth, and cross-functional execution.

In his role, Kulbhushan oversees Pepperfry’s end-to-end marketing function, including performance, retention, and organic growth, while also steering the Furniture Category—the company’s core business. He plays a key role in aligning brand vision with commercial outcomes, strengthening omnichannel momentum, and building scalable growth engines across the customer lifecycle.

Kulbhushan brings with him rich experience across large, complex consumer and digital-first organizations, having worked with Reliance Industries, Aditya Birla Group, and Myntra. He holds a PGDM (MBA) from IIM Calcutta and a BTech from VJTI, Mumbai.

Alok Varman

Head, Supply Chain

Alok Varman is the Head of Supply Chain at Pepperfry. Alok is leading the operations and strengthening Pepperfry’s position as India’s leading furniture and home decor company. As a founding team ...
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Alok Varman

Head, Supply Chain

Alok Varman

Head, Supply Chain

Alok Varman is the Head of Supply Chain at Pepperfry. Alok is leading the operations and strengthening Pepperfry’s position as India’s leading furniture and home decor company. As a founding team member of Pepperfry, Alok played a critical role in building its strong logistics and warehousing infrastructure and expansion of stores pan India. He has been instrumental in driving Pepperfry’s continued growth by ensuring a seamless customer experience across all channels.

Alok’s expertise spans across diverse industries, has ability to identify opportunities, build people-driven and technology-enabled processes, and cultivate value-based business. He brings over 25 years of experience in strategic business management, supply chain, omnichannel business and customer experience spanning across sectors ranging from retail, e-commerce to B2B & B2C wholesale marketplace.

Previously, Alok established a frozen food supply chain and retail business targeting Tier-2 towns in India. He also worked with a D2C e-commerce furniture startup in South Asia, along with prominent Indian B2B/B2C companies including eBay India. Alok holds a BHM degree in Hospitality & Services from Mangalore University.

Joee De Choudhury

Head, Human Resources

Joee De Choudhury is currently the Head - Human Resource at Pepperfry. She joined the company in 2020 and has been instrumental in driving Pepperfry’s Talent Acquisition agenda over the last couple ...
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Joee De Choudhury

Head, Human Resources

Joee De Choudhury

Head, Human Resources

Joee De Choudhury is currently the Head – Human Resource at Pepperfry. She joined the company in 2020 and has been instrumental in driving Pepperfry’s Talent Acquisition agenda over the last couple of years. With an aim to position Pepperfry as a future-ready organization, Joee is responsible for building capabilities, a culture of enablement, HR strategy, and excellence.

This is her second stint with Pepperfry. In her previous role, Joee led the Talent Acquisition team, where she was responsible for developing and executing hiring plans. Her efforts resulted in the recruitment of top-tier talent and the building of a highly skilled workforce.

With over 10 years of experience in the field of Human Resources, Joee has worked across several sectors, including e-commerce, Information Technology, and Real Estate. With her deep knowledge and expertise in
Talent Acquisition, Talent Engagement, and People Operations, Joee has helped organizations streamline their HR operations and people practices.

Joee has worked with various organizations, including Atul Projects India Pvt Ltd, Infinite Computing Systems, and Stratum Consulting before joining Pepperfry. In her leisure time, she enjoys reading and swimming.

Joee holds a Master’s degree in Human Resources from Welingkar Institute of Management and a Bachelor’s in Management Studies from the Birla Institute of Technology and Management Studies.

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IN THE NEWS

JAN 19, 2026

Pepperfry Launches Home Report Card ‘Rewind 2025’

Pepperfry Releases Home Report Card Rewind 2025 – India’s Only Trends and Trivia Guide for Home & Décor

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Pepperfry Launches Home Report Card ‘Rewind 2025’

Pepperfry Releases Home Report Card Rewind 2025 – India’s Only Trends and Trivia Guide for Home & Décor

News
News
NOV 27, 2025

Pepperfry Launches New ‘Pepperfry Home’ Concept Store in Gurugram

Pepperfry has unveiled its first-ever Pepperfry Home store in Gurugram, introducing a boutique-format, experiential retail space designed to showcase leading design-led D2C home brands.

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Pepperfry Launches New ‘Pepperfry Home’ Concept Store in Gurugram

Pepperfry has unveiled its first-ever Pepperfry Home store in Gurugram, introducing a boutique-format, experiential retail space designed to showcase leading design-led D2C home brands.

SEP 19, 2025

TCC Concept to acquire Pepperfry in push towards digital marketplaces

Realty services company TCC Concept Ltd has signed a term sheet to acquire online furniture retailere Pepperfry Ltd, according to stock exchange filling.

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TCC Concept to acquire Pepperfry in push towards digital marketplaces

Realty services company TCC Concept Ltd has signed a term sheet to acquire online furniture retailere Pepperfry Ltd, according to stock exchange filling.

News

AWARDS AND RECOGNITION

2025

Retail Rethink AI Conclave & Awards 2025 – Best Performing Multi-Channel Retail Model

2024

Home & Lifestyle eRetailer of the Year by Indian Retail & eRetail Congress (IReC) Awards 2024

2024

Supply Chain Talent Management Excellence Award 2024 by USB Forums

2023

Home & Lifestyle eRetailer of the Year at the Indian Retail & eRetail Congress (IReC) Awards 2023 by Franchise India in partnership with Indianretailer.com

2022

Most Resilient Supply Chain of the year and Supply Chain Strategy & Design Best in Network Planning Optimization of the year

2022

Express Logistics & Supply Chain Leadership Awards – Customer Intimacy & Service Excellence Company of the year

2022

Home Trendsetter Award – Architecture Reconnect Summit

2022

Quantic – Technology Excellence Award – IT team of the year Ecommerce

2022

Krypton – Warehouse & Supply Chain Leadership Awards – Best Distribution Network

2022

The Fountainheads Awards– Out of Box Innovators by WebEngage

2022

e4m Pride of India Brands The Best of Bharat Awards 2022

2021

FRO (Franchise and Retail) Awards – Franchisor of the year – Home Products

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