Online furniture and home retailer Pepperfry has signed Bollywood stars Kiara Advani and Sidharth Malhotra as its new brand ambassadors. The move coincides with the launch of the company’s fresh brand philosophy, ‘Fashion for Your Home’, which treats living spaces as extensions of personal style rather than purely functional rooms.
Pepperfry wants consumers to see furniture, décor, lighting and furnishings as tools for self-expression. The actors were chosen because their public images align with ideas of contemporary style and individuality that the brand is now emphasising.
The platform currently lists more than 100,000 products across over 50 categories. Company data shows that décor and home goods already account for more than 60% of customer purchases, underlining the shift toward lifestyle-led buying.
Ashish Shah, Founder and CEO of Pepperfry, said
"For years, Pepperfry has played a meaningful role in helping Indian consumers build homes they love. 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. Pepperfry has always been an aspirational home and lifestyle brand, inspiring customers to create spaces that truly reflect who they are. Today, through partnerships with more than 100 leading D2C and home brands and an expanding omnichannel footprint, we are building a comprehensive home ecosystem where customers can discover everything, they need to bring their vision of home to life. Kiara and Sidharth embody this spirit of modern style and self-expression, making them the ideal partners as we continue to redefine home and living in India.”
Umesh Sahay, Managing Director of TCC Concept Limited, said, "Pepperfry has consistently transformed the way India shops for furniture. This new brand chapter reflects an even bigger ambition, to build India's most preferred home and lifestyle destination by combining technology, design excellence and omnichannel retail experiences that inspire every home."
Kiara and Sidharth said, "A home tells your story. It's where memories are made, personalities come alive, and every little detail reflects who you are. We love how Pepperfry's vision of 'Fashion for Your Home' brings this idea to life. Their incredible range across furniture, home decor, and home accessories celebrates individuality and encourages people to create spaces that feel authentic to them.
Whether you're starting fresh or thoughtfully evolving your home over time, we hope this inspires everyone to create a space they truly love calling their own."
With the new ambassadors and ‘Fashion for Your Home’, Pepperfry is looking to move its communication beyond furniture shopping, and towards a broader proposition around personalised, stylish and expressive living spaces.