Pepperfry’s Rewind 2025 report offers a rare, data-led snapshot of how Indians are furnishing their homes today, revealing that home choices are increasingly shaped by city culture, content consumption, and aspiration rather than geography alone. Drawing insights from millions of customer interactions, co-founder and CEO Ashish Shah says the data highlights how sharply preferences vary across the country. Bengaluru leads in mosquito net purchases, Indore shows a strong inclination towards cleaning and organising products, Pune’s student population drives bookshelf sales, while Goa has unexpectedly emerged as a key market for spiritual products and home mandirs.
The brand is also evolving beyond its furniture-first identity. Home décor and accessories now outsell furniture on the platform, prompting Pepperfry to reposition itself as a fashion destination for home. Its vast assortment from lamps and carpets to bedsheets and glassware is curated to encourage repeat, lifestyle-led purchases rather than one-time furniture buys.
Digital continues to play a key role, with performance marketing and influencer-led content driving discovery, while organic traffic accounts for nearly 70% of visits. Influencer collaborations are intentionally rooted in authenticity, favouring micro-creators and real customers through initiatives like Pep Homies.
Looking ahead, Pepperfry is betting on Tier 2 cities, southern India, and the Northeast, while expanding into quick commerce and B2B segments. The ambition is clear: to become India’s default destination for all things home.
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