Mumbai: India’s home and furniture market is undergoing a significant strategic shift, and Pepperfry’s newly released Home Report Card 2025 offers a data-backed view of this transformation. Based on actual consumer purchase behaviour across more than 700 cities, the report highlights how Indian households are moving away from one-time, large-scale home renovations towards a more gradual, year-round upgrade approach.
One of the most striking insights from the report is the sharp rise in the ‘home goods’ category. Compared to furniture, home goods recorded nearly twice the purchase volume, with storage solutions, kitchen products, organisers and lighting emerging as key frequency-driven segments. In high-growth cities such as Bengaluru, Pune and Jaipur, more than 50 percent of total home-related spending was directed towards home goods, signalling a clear shift in product mix and inventory priorities for brands and retailers.
The living room has emerged as the primary space for self-expression in Indian homes. Strong participation across all living room furniture categories suggests that upgrade decisions are no longer driven purely by necessity, but by lifestyle aspirations and long-term planning. Notably, the sofa replacement cycle has reduced to an average of four years, opening up opportunities for repeat demand and premiumisation.
Commenting on the findings, Pepperfry Co-founder and CEO Ashish Shah said, “The Home Report Card 2025 does not predict trends; it reflects the real behaviour of millions of Indian households on Pepperfry. It clearly shows that homes today are becoming more personal, practical and thoughtfully designed.”
The report also underscores the growing importance of Tier-2 cities, which now contribute over 40 percent of India’s total home demand. Additionally, the continued impact of work-from-home culture has reshaped furniture demand, with office chairs emerging as the fastest-growing furniture category.
According to Kulbhushan Atkar, Head of Marketing and Furniture Category at Pepperfry, “Consumers are no longer waiting for festivals or new homes to upgrade. They are investing in their homes throughout the year through small but confident decisions.”
Overall, Home Report Card 2025 presents a clear business roadmap for the Indian home market, where continuous engagement, smarter portfolios and lifestyle-driven innovation will define the next phase of growth.
(Anil Bedag)
