Pepperfry.

com
Happy Furniture To you

Group No- 15
 Business overview
The largest online furniture store in India
Founded by Ambareesh Murty and Ashish Shah, in 2011

Pepperfry specializes and deals with home decor segments like furnishing,
lighting, kitchen appliances, housekeeping, bathing equipment, dining, and
so on
Launched its first concept store “Studio Pepperfry” in Mumbai, in 2014
Launched a furniture rental service in metro cities, in 2018
Business overview
60 lakh registered users across the country
6 million orders served
Sells an item every 15 seconds
17 fulfillment hubs across the country
The most sold item on Pepperfry is “coffee table”
Pepperfry was valued at $25.7 billion in FY20 and
growing at a CAGR of over 35% then, which is
expected to reach $99 billion by 2024
 Product Model
Pepperfry has B2B and B2C business
It employs a Managed Marketplace Business Model
The platform acts as a bridge between the seller and the consumer
Merchants and artisans merchandise their product
The process of photoshoots of the products are conducted in the Pepperfry
studio itself
Products are listed on the online portal
More than 62 Pepperfry studios in eighteen Indian urban areas, in this studio
people, can visit and explore all types of furniture
Its gives an offering of 45000 products from over 200+ brand
B2C Model
Once the product is ordered by the

customer it is brought from the seller

to Pepperfry warehouse

The quality and inspection of the

product is done

The product is dispatched from

warehouse to customer by in-house
logistics
Timeline
 Revenue Model

70 operating stores across India

Aims to increase its overall market presence
Straightforward revenue model
80-85% of Pepperfry's Revenue is generated by selling furniture with
solid wood furniture category
Pepperfry plans to file for an initial public offering (IPO) in the first half
of 2022 it eyes $250-300 million
 Billing & Payments
Billing Payments

Sign in / Register into Pepperfry

1. For Payments, one can use various Credit Cards, Debit
cards, Internet banking, Pepperfry wallet
Account
2. NO Cost EMI is also available

Shipping Address

GST number if Business

Purchase
 Fulfilling and Delivery
For small articles, it uses air/surface couriers like

Safexpress/GoJAVAS/Gati
For furniture, if it is not to be adjusted like chairs,

tables they use courier companies. But for furniture

which requires set up, they use only their own

logistics.
Pepperfry sends its own trucks for the delivery of

large furniture.
It has its own warehouses in many parts of India like

Gurgaon, Mumbai, Jaipur, Lucknow, Bangalore, and

some more.
Pepperfry people deliver to customer's premises and

set up the whole furniture there as per customer's

requirement.
 Returns and Refunds
Time Frame - You can return an Item within 07 (Seven) days of the item being
delivered to you

What’s Eligible For Return? What’s NOT Eligible For Return?

Damaged
Missing Installation Issues

Defective
Non-Functional Relocation a little bit of body text

Difference

 Return and Refund Process

How to Initiate a Return Request?

Mode of Refund Payment

 Servicing- Post Sales
The customer reviews on their site are upfront
They have a 24*7 chatbot to help customers
It has order tracking and easy return policies
Delighted customer reviews-
"Pepperfry is an awesome site for getting the right item at the best price with great
customer satisfaction. The Shoe Rack is an ideal item for my place with the right
dimension, color, and most importantly THE PRICE and THE SERVICE."

Phone Number Email Address Website

022-6157-6157 cs@pepperfry.com https://www.pepperfry.com/
 Target Segment
Furniture Selling service
Older people with a secure job
Homeowners
35 to 45 age range
Customers from Tier 1 cities
(Mumbai, Bangalore, Delhi, etc)
Furniture Rental service
Consumers with a simple, hassle-free,
and economical option
22-35 age group
Online-savvy
Migrant millennials

Marketing Strategy
Built around helping people to make a purchase decision

Building the trust around the brand and online purchase of

furniture

Looks and design of the product

Competitive and affordable prices as a pricing strategy

Sales discount for limited windows to boost up sales and

create buzz

Collaborated with other credit and debit cards companies

and offers a special discount

 Offline Online
Logistic support in order fulfillment
20 Studio PepperFry across the country to enhance the
customer exp

17 fulfillment hubs across the country

Packaging and photography

Experience centers also bring in customers for its home

décor business The company launched its online retail website in 2012

Home décor business with the launch of Studio

PepperFry in December 2014 Mobile app to enhance its engagement with the customers

250 carpenters on call so that customers need not have to As per company’s research their 65% of the customers are
wait for more than 6 hours for the set-up of furniture women who shop after 8 P.M on weekdays and on weekends
experience and accordingly company designs its promotional campaigns
Net Revenue and Expenditure
A chief factor for Pepperfry’s better
financial performance was the
increase in revenue by 26% YoY to INR
260.61 Cr

With an omnichannel focus, it has also

reduced its reliance on advertisements
as spending fell by 24% in the year
2020.

Of the company’s total revenue, INR

246 Cr was operational revenue, while
employee benefits was the biggest
expenditure
Omnichannel Focus Lowers
Advertising Costs
Co founder Ambareesh Murty had
said then that 35% of Pepperfry’s
business comes from users that have
registered at Pepperfry Studios.
“This number last year used to be
about 27-28%, we see this number
settling at about a 35-40% rate over
the next year or so,” he said in 2020.
With an omni channel focus, it has
also reduced its reliance on
advertisements.
While in FY19, Pepperfry’s
advertising expenses had
increased 87% YoY to INR 183 Cr,
in FY20, they’ve fallen by 24% to
INR 129 Cr.