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 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 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 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.

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 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 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 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.