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Tag: Pepperfry

  • Pepperfry launches gift registry an industry first service in indian e-commerce

    Pepperfry launches gift registry an industry first service in indian e-commerce

    MUMBAI: Pepperfry.com, India’s No.1 Furniture and Home products marketplace, announced the launch of Gift Registry – a first of its kind service by an Indian e-commerce company. A unique service, it will make gifting social and convenient for home and furniture consumers across the country. Through this launch, Pepperfry wants to partake in important buying occasions like weddings, housewarming, anniversaries, childbirth, etc. which is in line with Pepperfry’s mission to ‘spark a feeling called home’ in the lives of millions of Indians.

    Pepperfry is known for its pioneering spirit in organizing the unorganized home and furniture segment.  The introduction of Gift Registry service is another step in the direction to make branded home and furniture products easily accessible to consumers.  It also establishes Pepperfry to be India’s first interior and home e-commerce marketplace as a full stack service provider offering interior solutions and an exclusive gifting avenue.

    As the leader in the furniture and home segment, Pepperfry is known to provide enhanced and hassle-free shopping experiences to its customers. Over the past 7 years, Pepperfry has built a highly differentiated and curated portfolio of over lakh products on the marketplace. Pepperfry’s unparalleled catalogue is design diverse and caters to a varied consumer demographic. This is backed by Pepperfry’s robust big-box logistics service spread across 500 cities with the shortest turn-around time in the industry.

    Leveraging these strong service capabilities and its deep understanding of the Indian consumer, Pepperfry has introduced Gift Registry – a convenient and technologically superior service for consumers across the country who are seeking avenues of gifting home and furniture productsto their friends and family in a seamless and hassle-free manner. It is positioned to transform home and furniture gift shopping by making it social thus further enhancingPepperfry’s consumer experience. It strengthens Pepperfry’s position as a one-stop-shop for its consumers not only for their own home and furniture requirements but, also while choosing presents for their special occasions.

    In an endeavour to make an arduous task of gifting a simple, virtual and social activity Pepperfry users can create a Gift Registry on the marketplace by adding their desired products to a wish list through a single click of a button.  This list can be shared with their friends and family via Whatsapp, Facebook and other social channels. To further simplify the process the contribution amount can also be split easily for a selected product by different individuals. Once Pepperfry receives the complete value for the wish listed product the order will be delivered to the recipient. Taking the promise of convenience, a step further, the Pepperfry Gift Registry is available across various payment modes like ATM/Debit cards, Credit cards, Net Banking, EMI and Pepperfry Gift Cards.

    Talking about the launch of this service, Abhimanyu Lal, Chief Product Officer, Pepperfry said, “As the leaders in this segment, Pepperfry continues to bring groundbreaking introductions to expand the home and interior market. While the concept of a Gift Registry is popular in various markets globally, we are delighted to have pioneered the concept in Indian e-commerce at a grand scale by offering this service across 500 plus cities.  Through this service, we aim to change the landscape of the gifting process and form a deeper engagement with our consumers through improved shopping experiences.”

    The Gift Registry service is available across all existing Pepperfry platforms- Desktop, WAP and APP and the products will be delivered to 500+ cities that the company currently caters to. All the products available on the Pepperfry marketplace can be availed through this service.  

  • Pepperfry launches Bespoke Services

    Pepperfry launches Bespoke Services

    MUMBAI: Pepperfry has announced the launch of its Bespoke Services— its one-stop-shop to resolve all ‘interiors woes’ for the homes of its customers. The company has opened the Pepperfry Bespoke Studios in Mumbai, Bengaluru, and Gurugram, where people can choose interior decors from various styles in every service including modular solutions, tiling, and flooring or design consultancy.

    Pepperfry describes its Bespoke Studios as grandiose experiential stores with life-like displays of modular solutions and grants visitors access to a comprehensive material library which leads them into an immersive experience of viewing the vast varieties of materials and textures curated by Pepperfry experts while being consulted by renowned interior designers and architects. The company offers transparent pricing mechanism and flexible payment methods to its customers for availing the services.

    For this specialised service, Pepperfry has partnered with many brands including Hettich, Bosch, Siemens, Kajaria, Gyproc, Kaff, Faber, Picostone, among others which will ensure that the offerings are not just wide spectrum but, also of luxurious quality at reasonable prices.

  • Pepperfry asks consumers to not wait for Diwali to shop

    Pepperfry asks consumers to not wait for Diwali to shop

    MUMBAI: Furniture and home products marketplace pepperfry.com has unveiled a new marketing campaign to launch the pre-festive “Why Wait For Diwali Sale”.

    Through this campaign, Pepperfry encourages customers to gear up for the festive season in advance by shopping the sale and availing discounts of up to 50 per cent off on just about everything on Pepperfry.

    Diwali is typically seen as the time to refresh, renew and rejuvenate. Consumers tend to put-off their high-value purchases, like furniture, till Diwali in order to cash in on festive promotional offers and price offs. Pepperfry aims to tap these consumers, by giving them compelling reasons to shop now. The key message of this campaign revolves around driving interest to the “Why wait for Diwali Sale” and encourages consumers to shop for furniture and home products right now.

    The new campaign revisits the brand’s core consumer promise of always providing unbeatable value, through great prices and amazing discounts. As the category leader, Pepperfry has been passing on the benefits derived by working directly with 10,000 home and furniture manufacturers to the consumers, thereby acting as an ally in their purchase cycle.

    As a brand that has been ahead of the curve with its standout marketing strategy and communication, the new television commercial takes a highly stylistic, grand Broadway-esque approach to spice up the furniture and home ware category in India.

    The campaign comprises one creative execution with 30 and 15 second edits that will be aired across key television channels like Colors, Star Movies, Sony, Movies Now, etc., multiplexes across 5 cities, digital and social media. It has also been adapted for radio for top five markets.

    The total outlay for the month-long campaign is Rs 12 crore and will reach 10 million Indian households.

    The film conceptualised by Law and Kenneth Saatchi and Saatchi, has a spirited, exaggerated vibe that is hard to miss.

    Pepperfry chief marketing officer Kashyap Vadapalli says, “Pepperfry is known for single-handedly expanding the organised furniture category in India both online and offline. As consumers evolve beyond the hygiene factors like service and delivery we want to give them more reasons to shop by adding excitement to their furniture shopping experience with interesting designs, lots of variety and great value. Therefore, the tone and manner of our new commercial is vibrant with a theatrical approach which is very different from Pepperfry’s previous campaigns. With this campaign we want to trigger interesting conversations around the brand and the category.”

  • Pepperfry bets big on digital

    Pepperfry bets big on digital

    MUMBAI: Eight years ago, the concept of buying home furniture online seemed nothing more than an impossible task and worth a laugh or two. But today, things have changed drastically and buying furniture online seems so much more convenient and time saving than making rounds of multiple stores and choosing from the limited options each of them have.

    Furniture is one of those few categories in e-commerce wherein quality triumphs over discounts. People are willing to spend a few extra bucks for better quality.

    Even today, 90 per cent of India’s furniture sector continues to remain unorganised. Of the organised, only one per cent is online as per estimates. According to a report by Redseer Consulting, the home furniture industry in India was worth $25 billion in 2016 and is expected to grow to $35 billion by 2020 of which, the online section will be worth $700 million.

    Launched in 2012, Pepperfry was one of the earliest entrants in the online furniture selling business. The company initially started off by selling furniture, home decor, furnishing, kitchen utilities, fashion and jewellery all under one roof. But after a year’s time, it decided to drop fashion and jewellery and keep its core to furniture.

    Pepperfry, which commands a 65 per cent share of India’s organised furniture market, has its target audience in metros and mini metros. Urban youth, newer cities, complexes and migrant professionals are Pepperfry’s core customers. The majority of its sale comes from Bengaluru. Additionally, Pune, Gurgaon, Hyderabad, Chennai, Delhi and Mumbai are also the company’s largest markets. In terms of sale, Pune is bigger than Chennai, Gurgaon is as big as Delhi, Bengaluru is bigger than Delhi and Mumbai combined.

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    Catering to a large number of young customers, the brand communication must be in their preferred medium – digital. Pepperfry CMO and head of new business Kashyap Vadapalli says that increasingly people are becoming extremely comfortable buying furniture on-the-go (on mobile devices) which wasn’t the case earlier as they preferred shopping only via desktops and laptops.

    Digital will also change the way we shop going forward and enhance the entire shopping experience. Technology is reshaping the way we look and shop today. Brands across sectors are experimenting with technologies such as augmented reality (AR) and virtual reality (VR) to give a better shopping experience to consumers. Vadapalli affirms that over the next couple of years, we will see a lot of innovation in online furniture space. Pepperfry is investing in enhancing the AR capabilities on phone and if that happens, customers can judge the images much better, they can rotate the images much better and that will help them in taking smart decisions. The company is also looking at investing in VR to set up zones where people can try on different looks and set ups in a virtual fashion.

    Although Swedish furniture major IKEA is using these technologies in the US, the renewed shopping model is still fairly new for the Indian audience and the technology back here in India hasn’t been perfected yet. He says that the technology is a little rough in India but it is improving very quickly. Pepperfry has looked at a lot of VR options but the images are very grainy and shifting between looks is a task. Vadapalli thinks it should take only six to 12 months for Indians to perfect the glitch and once it happens, consumers in India will prefer shopping only online.

    While quality wins over discounts for urban consumers, the situation in rural areas is far from this. Although the digital penetration in smaller towns is increasing, the concept of buying furniture is still unpopular. This is mainly because touch and feel are still prominent in smaller pockets of the society and people still prefer going to their carpenters or brick and mortar store. Pepperfry doesn’t consider rural as its market as 90 per cent of its business comes from 27 cities that it already functions in but believes rural to be its growth market five years down the line.

    Although one of the earliest entrants in the Indian market, Pepperfry today faces stiff completion from other players including FabFurnish, Urban Ladder and a new sub-segment in the category: rental furniture companies like Furlenco and Rentmojo. Pepperfry delivers to 150 cities using its own vehicles across the country, which is the highest reach in this segment. Its competitor Urban Ladder is present in over 100 cities, whereas FabFurnish’s specialised logistics service FabOne is available in seven cities, although the company uses third-party logistics firms to cover more than 100 cities.

    After six years in existence, Pepperfry has launched 10 house brands that contribute 50 per cent to its business, 27 Pepperfry studios across 15 major metros and mini metros in the country and is planning to launch 12 more. Vadapalli states that modular furniture is the fastest growing category for Pepperfry today and while furniture drives maximum sales from the entire bouquet, all other categories are expected to grow faster in the next 12 months.

    Pepperfry roughly spends anything between Rs 80 and 100 crore annually on its marketing which is split 50-50 between digital and offline (television). He adds, “Digital has always been our core focus and TV only comes in for big campaigns and it provides a business uplift. When we run a TV campaign, we see the traffic going up within an hour. We know TV works and so we will use it strategically, while digital is our continuous bread and butter.”

    Although the company does not export to other counties right now, Vadapalli considers it to be a definite plan and idea for the future.

    In today’s time, creating brand awareness is one of the key necessities for a successful brand image and Pepperfry has been a part of few branded content on digital platforms and will continue to do brand integration and create branded content.

    In the second half of 2018, Pepperfry is all set with its huge campaign around non-furniture categories including kitchen and home decor. Vadapalli says that this campaign will be a major push for its sales.

    Some new ad films from the campaign were launched on 14 April 2018.

    Also Read :

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    Ideation to execution is shorter today: Forsman & Bodenfors’ Akesson

    FabIndia sets aside 40% on digital advertising

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  • Day 1 at Goafest 2018 sees Baba Ramdev make major announcements

    Day 1 at Goafest 2018 sees Baba Ramdev make major announcements

    GOA: They say the advertising sector is for hardcore creative people and by working round the clock all year, one needs an escape from it now and then. Goafest is one such adverting event that brings together all the creative minds in the industry to celebrate, sit back and enjoy three days in the beaches of Baga!

    The 13th edition of Goafest hosted by The Advertising Agencies Association of India (AAAI) in association with The Advertising Club commenced yesterday. 

    Captains of the industry MK Anand, Vikram Tanna, Nakul Chopra, Vikram Sakhuja, Ashish Bhasin, Ajay Kakkar and Jaideep Gandhi lit the ceremonial light.

    Pepperfry CMO and head of new business Kashyap Vadapalli began the session by speaking about the brand’s own growth story. The company wanted to promote Indian artisans and craftsmen and build honesty and transparency in the company. Today, Pepperfry has streamlined its business, and taken supply, mixed with technology, to the Indian consuming class. “We worked towards standardising the entire category. Since we were very close to manufacturers, it helped us bring value to the Indian consumer,” said Vadapalli. 

    He mentioned that Pepperfry has launched 10 house brands that contribute to 50 per cent of their business, 27 studios across 15 cities in the country and is planning to launch 12 more. The key learning from Kashyap’s session was to constantly evolve and listen to the consumers and their needs. 

    Next up, was a man who came swathed in a saffron loincloth, a.k.a Baba Ramdev – the mind behind India’s largest swadeshi (domestic) FMCG brand Patanjali. After starting classic style with a gayatri mantra, he dived deep, full Hindi, into how everything, from knowledge, emotions, actions, expertise, experience, skills, innovation, research, resource, and even waste converts to wealth.

    Even though he had humble beginnings from an agriculture background, he was never scared to dream of a prosperous country, even for the poor, and the biggest financial powerhouse. “I only had one question: What can I do about this country? From farming to retailing, I haven’t studied anything, but the world is enough to teach me lessons. When you come face to face with reality, it teaches you lessons no conventional course can teach,” said Ramdev. 

    An avid rebellion of MNCs that he is, Ramdev mentioned that he made Patanjali a Rs 500 crore brand without any major investment in advertising as opposed to MNCs who believe in creating a fairy tale picture while selling every product. He said, “We don’t believe in having glamourous ads as we want our products to speak for themselves and only highlight the product’s benefits or ingredients.”  He also announced that with the growing profit rate of Patanjali, the company will double its turnover in 2019. 

    Peppered with laughter, yoga, life lessons, jokes and harsh doses of reality, he shared the essence of his being: Jo karo, usko pura karo, 100 per cent daalo apna. Usko beech me mat choro, which translates to – Whatever you do, do it whole-heartedly. Give your 100 per cent and don’t leave anything mid-way. He also stressed that companies should not focus on cost cutting as it leads to delivering poor quality products which will result in a great fall for the company sooner or later. Companies also need to have an open mind about implementing newer technologies into their systems since the world is going digital and technological advancement is the need of the hour today. 

    While he encouraged everyone to take risks, he also said, “Whatever you do, do it without ego. Give it all. There is nothing called destiny.” Without any inhibitions, he also added that while some people depended on hard work, some relied on destiny and some believed in cheating. “I believe in universal justice. If you cheat, you might grow for 10 years tops. What will you do after that? Same is the rule for destiny. Work on your work; not on Gods.” 

    During his session, Ramdev also publicly announced that Patanjali will venture into selling liquid milk and other dairy products by next year. He also confidently declared that the company will also launch kids-wear, activewear, accessories and fashion clothing for men and women by 2021. He concluded his session by publicly announcing that Patanjali will also launch its own mineral water very soon and the company has already started work in that area.

  • Pepperfry raises Rs 250 cr for expansion

    Pepperfry raises Rs 250 cr for expansion

    MUMBAI: Pepperfry, a furniture and home marketplace, has raised Rs 250 crore in a fresh round of funding from State Street Global Advisors, the asset management business of State Street Corporation, an investment management company with $ 2.78 trillion in assets under management (AUM).

    The fresh funds will be deployed to expand Pepperfry’s experience centres in tier II towns, invest behind developing AR/VR technology for virtual touch and feel, and enhance the private brand franchise in preparation for its next financial milestone of an IPO.

    Pepperfry founder and CEO Ambareesh Murty considers the company as fortunate to have partners who believe in Pepperfry’s business and are aligned with their strategy.

    Including this current round, Pepperfry has raised over Rs1200 crore of capital since it began operations six years ago.

    Home furniture and decor is amongst the largest consumption categories in India, expected to reach Rs 350,000 crore in market size by 2020. Leveraging this opportunity, Pepperfry aims to differentiate across the value chain, build supply and demand side differentiation by working with thousands of small manufacturers, develop an extensive portfolio of private brands, establish an omnichannel footprint of over 25 Pepperfry experience centres and build India’s largest consumer-facing big-box supply chain serving customers in 500 Indian cities.

    In the last five years, the company’s revenue has grown at a compounded annual growth rate of over 83 per cent, and with this fresh round of investment, aims to accelerate past the break-even point and become a profitable business over the next 12-18 months.

  • Pepperfry partners Quikr to grow its furniture exchange program

    Pepperfry partners Quikr to grow its furniture exchange program

    MUMBAI: Furniture startup Pepperfry.com has announced its tie-up with Quikr – the classifieds digital platform, to bolster its furniture exchange program. Launched recently in Delhi, Gurugram, Noida, Bengaluru and Mumbai, Pepperfry is extending the Furniture Exchange Program to consumers in Hyderabad and Pune.

    The program serves as a convenient alternative for consumers seeking avenues to replace their old furniture and avail a good value for it. Customers can exchange their old furniture within 48 hours of placing a request on Pepperfry.com.

    Customers can sell their old furniture to Quikr in exchange for Pepperfry gift cards. These gift cards are redeemable against purchases made on Pepperfry.com and can be clubbed with the other offers running on the website. Pepperfry customers stand to benefit from this service by receiving a fair value for their old furniture to refresh their interior spaces. This service is available on a wide range of furniture pieces like beds, sofas, dining sets, tables, storage and office chairs.

    In order to avail the service, Pepperfry customers can fill up an online form by clicking on the link ‘Furniture Exchange’ program and choose the option to sell on Quikr. The Quikr team will then evaluate, offer fair market price and pick-up the furniture after sale.

    Pepperfry ‎vice president and business head of furniture category Hussaine Kesury says, “As a leader in furniture and home segment, Pepperfry is committed to providing hassle-free shopping experiences to our customers. The Furniture Exchange program is a key step in that direction. Having launched the program in September and its success so far, we are excited to partner with Quikr exclusively to service the additional cities of Pune and Hyderabad.”

    He further adds, “Given the interesting consumer mix of online savvy and start-up professionals in Hyderabad and Pune, these cities were an apparent choice for us to extend our Furniture Exchange program. We look forward to offering new and improved ways for consumers to shop for home and furniture products on Pepperfry and provide the best and fair value for their old furniture.”

    Quikr Bazaar VP Sarath Chandra Gudlavalleti mentions, “Through Furniture Exchange Program we are able to provide one channel to consumers who want to buy or sell their furniture at the best price when they are looking to upgrade their lifestyle. On top of it, our pioneering doorstep service is able to close the transaction with hassle-free logistics across the country.”

  • How Pepperfry sale helps Rao couple get good value

    How Pepperfry sale helps Rao couple get good value

    MUMBAI: Pepperfry.com has launched a marketing campaign ahead of the upcoming festive shopping season of Diwali. This campaign is focused on the value that Pepperfry is delivering for consumers this year via the “Happy Diwali Sale.”

    The campaign has been built on the insight that – the festive season is when Indians shop to fulfill multiple aspirations. This is a period, wherein one shops not only for themselves, but also to gift to loved ones, friends and colleagues. The underlying Diwali spirit is that of spreading warmth and joy and a frequent physical manifestation of the same is when consumers upgrade their own lives by acquiring significant lifestyle enhancers like – durables and apparel, it also translates into the gifting that they do to their near and dear.
    But these spending aspirations compete with each other and with obligations such as EMIs and Insurance payments etc.

    The happy Diwali sale is supported with no-cost EMI and other wallet-friendly features like cash-backs.

    The focus of the communication is on the aspirations that consumers have, for themselves and how they compete with other priorities. The Pepperfry ‘Happy Diwali sales’ helps them to fulfill their aspirations by providing value. This is embodied in the film as “Iss Diwali ummeidon ko badhne dijiye”. (This Diwali, let your aspirations soar).

    The campaign consists of two films which depict two different couples and narrates the story of their Diwali aspirations. One couple is portrayed by Rajkumar Rao and Patraleekha Paul and and the other by Mrunal Thakur and Gaurav Venkatesh. Each film brings out the competing priorities that the couple are faced with and shows how the Pepperfry Happy Diwali Sale helps them to get what they want this Diwali by providing good value.

    The campaign will be promoted across a bouquet of English entertainment, movies, English infotainment, and select Hindi HD/SD channels/properties. It will be supported by outdoor and radio in key cities. The total outlay for the campaign is Rs 150 million. In addition to TV, the sale message is also being promoted across digital and social platforms like Google, YouTube, Facebook.

    Pepperfry CMO Kashyap Vadapalli said, “The festive season is when our low prices are especially relevant to shoppers as they seek to fulfil their needs. These 30 days are also the key furniture buying period from a seasonality perspective and our sale and the campaign are targeted to provide us with a business-growth win.”

  • Pepperfry campaign: iProspect recognised at Google Awards

    Pepperfry campaign: iProspect recognised at Google Awards

    MUMBAI: iProspect India, the global digital agency from Dentsu Aegis Network, has won the Mobile Innovation Award for its campaign for Pepperfry.com at the Google Premier Partner Awards in India.

    The campaign will now compete at the APAC level and the winning campaigns at APAC will further be shortlisted for the global awards to take place in New York on 28 September, 2017. The first ever Google Premier Partner Awards recognizes and celebrates the top-performing Google Premier Partners for their contributions to digital marketing, product innovation and client growth.

    iProspect’s proprietary tool iSync was used for the Pepperfry.com campaign. iSync delivers online ads synchronised with television, radio advertising, weather, sporting events, and 3rd party in real time. The objective of the campaign was to leverage the online opportunity created by the offline (TV) campaigns of Pepperfry.com and its competitor. The strategy was pegged on the insight that the online brand searches of the competitor’s brand would increase during the time period that its television ads were aired. It focused on dynamically bidding up on the competitor’s brand keywords, during their TVC slot, which ensured that users saw Pepperfry.com ads on searching for the competitor’s brand. Similarly, bidding up Pepperfry.com’s brand keywords 20 per cent on mobile during their TVC slots, amplifying the reach of its ads online.

    iSync synced Pepperfry.com’s digital media buys to Pepperfry.com’s and its competitor’s TV ad slots. Messaging to capture the consumer’s content such as compelling offers in the ad copies, in sync with the messaging on TV were highlighted. This increased relevancy from the customers’ point of view and therein increased clicks on the ad. Results comprised 42 per cent of the mobile impression share on competitor keywords, 146 per cent increase in impression share, 82,000 brand impressions achieved in just 21 days against the competitor, 63 per cent increase in CTR (Click through Rate), 1 per cent conversion rate on competitor traffic, 301 per cent increase in number of clicks and 235 per cent increase in sales.

    iProspect India CEO Rubeena Singh said, “The e-commerce category is the top digital spender. It spends the majority of its digital ad spends on search (42 per cent ), followed by social media (20 per cent). Ad spending on mobile is estimated to grow at a rate of 59 per cent CAGR to reach Rs 133.25 billion in 2020. These figures are testimony to the fact that mobile will continue to grow at a rapid pace in the future and companies will accordingly increase investments in this digital platform.”

    “It’s been exciting to see the submissions from digital marketing leaders from India. We’re delighted to celebrate the Premier Google Partners who have made it to the winner list for Awards,” said Google India director – India agencies Sam Singh.

    “To sync our existing digital marketing campaigns to offline marketing inputs was a creative solution to an age-old omnichannel ambition. We congratulate the iProspect team for winning the coveted award – it is well deserved! The award winning campaign has been instrumental in improving business metrics for us. We look forward to more of such interesting innovations going ahead,” said Pepperfry.com senior manager – digital marketing Abhishek Dasgupta.

  • Pepperfry launches b’day campaign

    Pepperfry launches b’day campaign

    MUMBAI: Pepperfry.com has come up with a new marketing campaign to celebrate its fifth anniversary. It is giving discount of up to 50 per cent plus 10 per cent cashback to consumers.

    The campaign is being aired across entertainment, English infotainment, movies, and lifestyle channels and select Hindi GEC HD channels/properties and regional channels. The total outlay for the campaign is Rs 5 crore. The campaign is also being run across digital and social platforms.

    Pepperfry CMO Kashyap Vadapalli said that they were proud to be one of the few start-ups that had gone from strength to strength.