pepperfry business model

Indian online businesses are catalyzing financial development by making new business portions, advancing seriousness, and guaranteeing the spread of business best practices. By giving admittance to business sectors across the world for Indian producers and skilled workers, online business is producing new work openings and making India’s entrepreneurship environment. So in this article, we gonna discuss one of those successful e-commerce companies – The Pepperfry business model.

Pepperfry, the biggest online furniture store in India, was established in the year 2011 by Ashish Shah and Ambreesh Murthy. The brand Pepperfry practices and manages home styles and decorations like outfitting, lighting, kitchen apparatuses, housekeeping, washing gear, eating, etc.

Let’s know about Pepperfry’s company Profile, motive, business model, revenue model, funding, Growth, future plan, Competitors, etc.

Pepperfry Profile

pepperfry logo

Company Name Pepperfry
Legal Name Pepperfry INC.
Parent Company Trendsutra Platform Services Private Limited
Sector E-Commerce
Headquarter Mumbai, Maharashtra, India
Headquater Region Asia-Pacific (APAC)
Founded Date 2011
CEO Ambareesh Murty
Founders Ambareesh Murty, Ashish Shah
Total Funding Around $240 million
Number of fundings N/A
Valuation $350 Million (Janurary 2021)
Monthly Visitors 8,839,956 (SemRush)
Official Website

Pepperfry About

In the time of shopping platforms, Pepperfry entered as a legend in its class. In November 2011, established by previous eBay CEO Ambareesh Murty and one of his previous partners at eBay, Ashish Shah entered the company. In its underlying long stretches of dispatch, Pepperfry had a line of the departmental store including clothing, packs and embellishments, furniture and home stylistic themes, Jewelry and Perfumes, and makeup.

It highlighted brands like Lotto, Little India, Peter England, Beverly Hills Polo Club, Octave, Allen Solly, and L’Oreal among others, and permitted customers to peruse different brands utilizing channels for brands, item type, size, shading, plan, and different factors. However, later taking the advantage of the special section over the site, the business was fixed to Furniture, Home Decor, Kitchen and Dining, etc. However, began its procedure on January 3, 2012.

Pepperfry Founder

Ambareesh Murty and Ashish Shah are the founders of company Pepperfry.

pepperfry founders

Ambareesh Murty worked for more than 5 years at eBay, and for the last four years, he was CEO of eBay. Murty made some shaking memories at eBay and saw the potential for online business in India. In the wake of investing his energy at eBay, he thought about the thing he ought to do. He imagined the chance in India was tremendous and worthwhile and had consistently the inspiring spirit.

Ambareesh Murty
Ambareesh Murty

Ashish Shah, COO, Pepperfry, has an Advanced Diploma in Materials Management from the Institute of Management Technology, Ghaziabad, Uttar Pradesh, India. He has a degree in Chemical Engineering from the University of Pune. He started his job by joining Tradox Pigments and Chemicals as their Branch Sales Manager in 1998, and later worked in organizations like India, C1 India Pvt Ltd,, and ultimately eBay, prior to beginning Pepperfry. He is a nice experienced person in this sector.

Pepperfry Business Model

The company Pepperfry has a wide scope of items that makes a stunning encounter for the clients. Their items and conveyance component have made them the main brand in their class. The organization has more than 8.5 million visits on its official website each month, more than 5 million enlisted clients, and almost 3 lakh daily users and endorsers, and more than 12,000 dealers ready.

At first, the company was begun to give decor products across the various way of life classifications however then following a year, in 2013, Pepperfry rotated to discover a specialty in the class of selling just decorative items, home stylistic layout, and related items on the website.

Settled in Mumbai, Pepperfry has additionally opened more than 62 Pepperfry studios in eighteen Indian urban areas. These studies show a wide scope of furniture, with the goal that the users can get a look and feel of the furniture prior to submitting an order.

Pepperfry Revenue Model

Pepperfry works on a “Managed Marketplace” model, which is an ideal stage for little and medium business craftsmen and shippers, who wish to sell their merchandise to a great many knowing users. At present, the site has over 12000 or more merchant and dealer partners, who can grandstand their plan abilities, craftsmanship, and administrative direction to clients across India and the world. For some partners, it has become an essential part of their pay.

According to the Startuptalky report. Pepperfry by a wide margin is India’s biggest online furniture retailer, with half of the portion of the overall industry. As respects Pepperfry’s income, in Financial Year 2017-2018, Pepperfry’s yearly income was 140.60 crore. In Financial Year 2018-2019, the organization’s income expanded by 46% to arrive at Rs. 203 crore. Once more, Pepperfry detailed Rs. 183 crore losses in FY 2018-2019.

Pepperfry Funding

To get the pinion wheels rolling for the organization and get heading, Ashish Shah and Ambreesh Murthy moved toward Niren Shah. Niren Shah was related with Northwest Venture Partners India and was beforehand the head of the giant e-commerce platform eBay India’s overall technique.

Niren Shah communicated his trust in the team and called them “men with a strategy” and he came through for the company Pepperfry.

Pepperfry ran its first financing round in the December of 2011 and raised $5 million through its initial day’s investors, Northwest Venture Partners. From that point forward, it has run 5 additional rounds. We can assume, one every year from 2013 to 2018, with colossal financial investors like  Bertelsmann, State Street Global Advisors, Goldman Sachs, and joining NVP on the investor’s list.

Up until this point, in its completion of 6 financing rounds, PepperFry has raised almost $240 million.

Pepperfry Growth & Future Plan

Pepperfry has effectively settled the Last-Mile Delivery in 127 or more towns and urban communities straightforwardly. It intends to broaden the topographical reach the nation over by arriving at 400 towns straightforwardly through its own last-mile conveyance framework before the finish of 2015.

Ambareesh Murty feels that Pepperfry has a long way to go regarding development. Also, they qualify this case by saying that the development will be fuelled by only 3 things which are access, portability, and utilization development.

studio pepperfry
© Studio Pepperfry

While presently Pepperfry is for the most part curating items from producers of furniture and home decoration and styling products. In 2020, the organization is looking to follow nearby and provincial furniture makers too, to change up its assortment. Pepperfry is wanting to band together with 200 neighborhood and territorial players before the end of the year 2021.

“We are turning profitable and this would be the right thing to do next” as said by the company founder.

Pepperfry is seeking a file for an IPO (Initial Public Offerings) within 1.5 years.

Pepperfry Awards

  • “Red Herring Asia Top 100” – Pepperfry got the award in 2012 which praises the most encouraging private innovation technologies from Asia.
  • “Pure-Play e-Retailer of the Year” – Pepperfry won this award at the Indian e-Retail Congress 2014 that perceives extraordinary execution and development in retail.
  • “Happy Furniture to You award” – The company also won the happy furniture award which is a Gold honor at the Neons for Best Creative under the class of Retail Advertising for its Outdoor mission.

Pepperfry Competitors

Pepperfry’s top competitors are Voonik, Livspace, Jaipur Rugs, Rentickle, HomeTown,, IKEA, Flipkart, GoRootz, and many more. Pepperfry is an online furniture and home decor shopping store in India selling items with money on delivery offices. Because of their common e-commerce business, there are numerous competitors on the market.


Pepperfry’s slogan “Happy Furniture to You” is a portrayal of their definitive objective to fulfill their clients through their products and facilities. The company has mixed reviews on the internet. As per a report of Livemint, cell phones and design represented about 65% of the general gross deals by web-based business firms in India in 2016 while furniture represented about 1%. Online furniture market Pepperfry is the main player and perhaps the most supported new businesses in the area.

Hope you like this Case study on Pepperfry and got to know many exciting business models.

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  1. My experience is not good with this company. I got cheated by Pepperfry. They show 7 days return policy but they put all policy to cheat customer.

  2. Overall the platform gives us a nice service, all products are of excellent quality. I have been shopping for at least 7 yrs.


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