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Pepperfry Appoints Co-Founder Ashish Shah as CEO, Secures $23M Funding

Pepperfry, the foremost e-commerce platform for furniture and home goods in India, has officially named Ashish Shah as its new Chief Executive Officer (CEO). Ashish, one of the company’s co-founders alongside Ambareesh Murty in 2012, brings over twenty years of valuable experience within the Indian e-commerce sector to his new role. Previously serving as the company’s Chief Operating Officer (COO), overseeing operations, category management, product development, and omnichannel business, Ashish has played an instrumental role in shaping Pepperfry’s customer-centric strategy, enhancing its supply chain capabilities, and driving operational excellence.

This appointment follows the unfortunate passing of Ambareesh Murty, co-founder and former CEO of Pepperfry. Under Ambareesh’s visionary leadership, Pepperfry led a transformative revolution in the Indian online furniture and home goods shopping landscape. The platform became renowned for its distinctive combination of quality, affordability, and convenience, fundamentally reshaping the way Indian consumers engage in furniture shopping.

“Pepperfry remains focused on its mission to provide a wide array of well-designed products to help customers create inspiring and functional living spaces. Pepperfry has always been committed to enhancing the way people create homes, and I am honoured to lead this incredible team of dedicated individuals who share this passion. The best tribute to Ambareesh will be to build on the foundation laid by us and fortify Pepperfry’s position as India’s leading furniture and home products company.” said Ashish Shah, CEO, Pepperfry.

In the past few months, Pepperfry has undertaken several initiatives that have set the company towards a sustained path to profitability, a milestone that is now within close reach. In a testament to this, the Company has secured $23 million in funding from existing shareholders, including institutional investors and family offices, underscoring their confidence in the company’s vision and strategic plans for future.

The latest round of capital infusion will strengthen Pepperfry’s ability to cater to the evolving needs of its 10 million+ and increasing customer base through a strong omnichannel presence, a robust supply chain and tech driven innovation. The company’s commitment to innovation, craftsmanship, and customer-centricity will continue under Ashish Shah’s leadership. Pepperfry will reiterate its fundamental proposition of variety and leverage its retail footprint of 190+ Studios in over 100 cities.

Pankaj Makkar, MD, Bertelsmann India Investments, an early backer of Pepperfry said, “We’ve been partners with Pepperfry for nearly a decade now. I’ve seen the company grow quickly, thanks to the capable leadership of co-founders Ambareesh and Ashish. After Ambareesh’s unfortunate and untimely passing, it’s only natural that Ashish takes the helm as CEO. He will continue to lead the company towards a promising future, driving excellence across all areas of business and technology.”


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