Pepperfry has appointed actors Kiara Advani and Sidharth Malhotra as its new brand ambassadors as the home and furniture retailer seeks to strengthen its positioning around style-led home décor.
The partnership marks the launch of Pepperfry’s new brand philosophy, ‘Fashion for Your Home’, which centres on the idea of homes as expressions of individual style and personality.
Pepperfry offers more than 100,000 products across 50-plus categories, spanning furniture, home décor and other home solutions. Its portfolio includes brands such as Orange Tree, Chumbak, Jaipur Rugs, SleepyCat, Duroflex, Nilkamal and Interio by Godrej, alongside regional and emerging design-led brands.
The company said over 60% of its customer purchases come from home décor and home goods. Through the new campaign, Advani and Malhotra are positioned as representatives of consumers seeking homes that combine style, functionality and personal expression.
Ashish Shah, Founder & CEO, 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, 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 Advani and Sidharth Malhotra 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."
The partnership is aimed at reinforcing Pepperfry’s proposition as a destination for consumers looking to create personalised living spaces.
