Pepperfry has appointed Bollywood actors Kiara Advani and Sidharth Malhotra as its new brand ambassadors as the home furniture and décor platform introduces its latest brand philosophy, ‘Fashion for Your Home’.
The new partnership aims to reinforce Pepperfry's belief that homes are more than functional spaces—they are a reflection of an individual's personality, lifestyle, aspirations and sense of style. Through the association, the brand plans to bring this positioning to life by connecting home décor with the same personal expression traditionally associated with fashion.
Pepperfry's latest brand direction comes as consumer preferences around home interiors continue to evolve. According to the company, more than 60% of its customer purchases come from home décor and home-related products, highlighting the growing importance of styling and personalisation in the home category.
The platform currently offers a portfolio of more than 100,000 products across over 50 categories, spanning furniture, décor, lighting, furnishings and home accessories. Its expanding ecosystem also includes partnerships with more than 100 D2C and home brands, alongside an omnichannel retail presence across India.
Kiara Advani and Sidharth Malhotra have been brought on board to embody the campaign's focus on contemporary style and individuality. Their association is expected to help Pepperfry connect with consumers who increasingly view their homes as an extension of their identity.
The campaign's central message highlights how every element of a home—from furniture choices to décor accents—can contribute to telling a person's unique story. Whether consumers are setting up a new home or refreshing an existing space, Pepperfry aims to encourage them to create interiors that feel personal and authentic.
The company's leadership believes the new positioning represents the next stage in Pepperfry's evolution from a furniture marketplace into a broader home and lifestyle destination. By combining design, technology, a wide product portfolio and omnichannel experiences, the brand is looking to strengthen its position in India's rapidly evolving home retail market.
With Kiara and Sidharth as the faces of its new brand chapter, Pepperfry is betting on the intersection of fashion, lifestyle and home décor to make personal expression a bigger part of the way Indians think about their living spaces.
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