Pepperfry has appointed Bollywood actors Kiara Advani and Sidharth Malhotra as its new brand ambassadors as the home retail platform unveils its new brand philosophy, ‘Fashion for Your Home’.
The partnership aims to strengthen Pepperfry’s positioning around the idea that furniture and home décor are not merely functional purchases, but an extension of an individual’s personality, aspirations and personal style.
According to Pepperfry, more than 60% of its customer purchases come from home décor and home goods. The platform currently offers over 100,000 products across more than 50 categories, spanning furniture, décor, lighting and furnishings.
Commenting on the partnership, Ashish Shah, Founder and CEO, Pepperfry, said the new philosophy builds on the brand’s role in helping consumers create homes that reflect their individuality.
“With ‘Fashion for Your Home’, we are taking that journey a step further — recognising that homes today are an expression of personal style, aspirations, and individuality,” Shah said.
He added that Pepperfry is expanding its home and lifestyle ecosystem through partnerships with more than 100 leading D2C and home brands, alongside its growing omnichannel presence. According to Shah, Advani and Malhotra embody the brand’s focus on modern style and self-expression.
Umesh Sahay, Managing Director, TCC Concept, said the new brand chapter reflects Pepperfry’s ambition to become a preferred home and lifestyle destination by combining technology, design and omnichannel retail experiences.
Advani and Malhotra said a home reflects an individual’s personality and that Pepperfry’s ‘Fashion for Your Home’ philosophy brings this idea to life through its range of furniture, décor and home accessories.
Pepperfry has been operating in the home retail segment for more than a decade and has built an omnichannel presence across India.
