HYDERABAD: The furniture business is one of those which quietly works in the background. People don’t give a second thought to its workings save the fact that they only think about it when they have to make a purchase. PepperFry, one of India’s leading furniture brands, has recently released a survey aptly titled ‘Buy-o-logy’ wherein they noticed trends in purchase emerging from various cities.
Kashyap Vadapalli, the chief marketing officer of PepperFry said, “At first it was just random observances but we realised we were onto something and so for a year we crunched our numbers which showed us that even when it comes to furniture, there are certain trends and patterns which exist. For example, people from Ernakulam are more inclined to buy a shoe rack than say a person from Hyderabad who would probably prefer a king-sized bed.”
PepperFry has made a name for itself in a market where less than 10 percent of it is organised. People of today still prefer to get their furniture made from local shops and brands. This is why PepperFry teams up with these small scale and big scale furniture manufacturers and gives them a brand and identity. At present they have approximately 3,000 active merchants and have cleared nearly 4 million orders in transactions. Their growth rate in this fiscal year has been in the high double digits.
Even in today’s society, there exists a significant portion of the public who do not rely on e-commerce for every need. It becomes the duty of the website to then give assurance in such a manner that it convinces the consumer. “Many of our models have 3D rendering and we provide as many photos as we can from different angles. We gladly exchange the product if upon arrival, the customer finds the description and the actual product do not match.” Still, there arise instances where facts and pictures alone do not seem to satisfy and this is why the company has launched physical stores in various cities. The company plans on capitalizing on its findings and who knows, maybe the excessive demands of bar cabinets from Mumbai will be met with various new shapes and designs.