Pepperfry has appointed actors Kiara Advani and Sidharth Malhotra as its new brand ambassadors, coinciding with the launch of its new brand philosophy, ‘Fashion for Your Home’. The platform aims to position furniture and home décor as extensions of personal style and individual expression.
The new positioning moves Pepperfry beyond functional home furnishing, highlighting how consumers can use design, décor and accessories to create spaces that reflect their personalities and aspirations.
Pepperfry says over 60% of its customer purchases currently come from home décor and home goods. Its portfolio spans more than 100,000 products across over 50 categories, including furniture, lighting, furnishings and décor.
Ashish Shah, founder and CEO, Pepperfry, said the new philosophy builds on the brand’s role in helping consumers create homes that reflect who they are. He added that the company is expanding its home ecosystem through partnerships with more than 100 D2C and home brands, alongside its growing omnichannel presence.
The association with Advani and Malhotra is designed to reinforce this emphasis on contemporary style and self-expression. Both actors said a home reflects its residents’ personalities and described the partnership as an opportunity to encourage consumers to create spaces they feel connected to.
Umesh Sahay, managing director, TCC Concept, said the new brand direction reflects Pepperfry’s broader ambition to become a preferred home and lifestyle destination by combining technology, design and omnichannel experiences.
With over a decade in the home retail market, Pepperfry continues to expand its presence across India.
