Pepperfry.com, one of India’s biggest e-marketplaces for furniture and home, has set-up India’s largest lamps and lighting store. The store launch, says the company, has been achieved by creating a supply side ecosystem based on superior understanding of consumer trends.
The lamps category has been carefully curated to provide a highly differentiated assortment to the consumers across design-themes, price-points, functional considerations and superior variety.
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Pepperfry recently extended its furniture house brands portfolio – Casacraft, Bohemiana and Amberville – to the lamps and lighting category and expects these house brands to contribute 50 per cent category sales over the next six months. The products under these house brands are not only exclusive to Pepperfry, but are also designed ground up by incorporating consumer and category knowledge.
Apart from this the company has tied up with leading brands like Aesthetics Home, Orange Tree, Lavish & Company, etc. and partnered exclusively with leading brands like Jainsons and Kapoor & Sons to offer a unique and high on design selection to consumers.
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Giving a boost to Prime Minister Narendra Modi’s ‘Make in India’ initiative, Pepperfry has also identified SME’s from small manufacturing regions like Moradabad, Saharanpur, Jodhpur, to name a few to sell their unique products on the Pepperfry platform.
The e-marketplace has been able to make the right decisions in building this category by exploiting its scale as India’s largest specialized vertical focusing on furniture and home products.
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With an active consumer base of more than 3 million, Pepperfry has constantly collected and analyzed data and feedback across sales trends, consumer behavior and product level feedback. This superior knowledge combined with its pre-eminent position has helped build a lamps and lighting offering that is the largest in terms of real choices to the consumer.
With 6000+ differentiated and unique items across various styles and design types, the lamps and lighting category is the third largest in Pepperfry’s product portfolio, growing rapidly at 300 per cent year-on-year.
The lamps and lighting category has witnessed an upswing in the demand with consumers increasingly getting exposed to international trends.
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For discerning Indians lamps and lighting products have become very crucial in defining the look of their home as they serve to accentuate the interiors.
AVP and Business Head Home Category, Pepperfry, Anand Batra said, “The category has grown exponentially basis our supply strengths and the strong customer response we have received. Our strategy to pioneer theme based selections such as tripod lamps and filament lamps in this category has also contributed immensely to our success. We are looking at consistently growing our house brands selection of highly curated designs.”
He further added, “Consumers have begun to look for decorative lighting to match their furniture and decor. There is a high demand for aesthetic and decorative lighting products, which enhance the look of a home and at the same time provide sufficient lighting in the required area. The lamps and lighting category has immense potential for growth and we are focused on offering a varied assortment to consumers who will be able to access differentiated designs across the country at a click of a mouse on Pepperfry.”
The company will double the lamps and lighting category over the next six months in terms of supply via exclusive brand launches and introduction of new products via house brands. Pepperfry expects the category to contribute 15 per cent GMV to the overall company revenue over the next one year.
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