Pepperfry names Kiara Advani and Sidharth Malhotra as brand ambassadors

MUMBAI: Bollywood has found another room to play in, and this time it is the living room. Furniture and home retail platform Pepperfry has brought actors Kiara Advani and Sidharth Malhotra on board as its new brand ambassadors as it rolls out a new brand philosophy built around the idea that homes are becoming an extension of personal identity.

The company has introduced the positioning “Fashion for Your Home”, shifting the conversation from furniture as a functional purchase to home décor and design as expressions of personality, aspirations and lifestyle.

The move comes as consumers increasingly look beyond utility while furnishing their homes, with Pepperfry saying more than 60 per cent of purchases on its platform now come from home décor and home goods categories.

Pepperfry currently offers more than 100,000 products across 50-plus categories, covering furniture, décor, lighting, furnishings and home accessories. Its catalogue spans national and D2C brands as well as regional design-focused labels.

The company has also been expanding its omnichannel presence, combining its online platform with physical experience centres and brand partnerships as it looks to strengthen its position in India’s home retail market.

Pepperfry Founder and CEO Ashish Shah said the company sees homes increasingly reflecting personal style, aspirations and individuality. He added that the platform is building a broader home ecosystem through partnerships with more than 100 D2C and home brands.

The new campaign will feature Kiara Advani and Sidharth Malhotra across Pepperfry’s furniture, décor and home accessory categories. The duo’s association is aimed at tapping into consumers’ growing interest in creating spaces that balance aesthetics with functionality.

For Pepperfry, the pitch is clear: if fashion tells the world who you are outside the home, the company wants home décor to do the same inside it.