Pepperfry, India’s leading omnichannel furniture and home goods marketplace, has marked the third year of its much-loved Home Report Card launch with the release of the 2025 edition; a report that captures how Indian households shopped for their homes in 2025. Based on real purchase behaviour across 700+ cities, the report highlights Indian homes are undergoing a quiet but decisive transformation. According to the Pepperfry Home Report Card 2025, households across the country are no longer upgrading their homes in one sweeping move. Instead, they are investing steadily—room by room, decision by decision—over the course of the year.
Key Insight: India Has Entered the Era of Continuous Home-Building
- Home categories recorded nearly 2X higher transaction intensity than furniture
- Storage, kitchen utilities, organisers, and lighting emerged as the strongest growth drivers
- In cities such as Bengaluru, Pune, and Jaipur, home goods accounted for over 50% of all home-related purchases
- Tier-2 cities contributed over 40% of total Home demand, signalling a broader, nationwide adoption of lifestyle-led upgrades
This shift highlights a growing preference for incremental, practical improvements that align with changing life stages rather than calendar-driven buying cycles.
Living Rooms Lead the Expression of Modern Indian Homes
The report identifies living rooms as the most socially expressive spaces in Indian homes. Engagement across living room furniture categories was significantly higher, reflecting a move towards planned upgrades driven by lifestyle aspirations, not immediate necessity.
Notably, purchase cycles have shortened, with consumers now changing sofas once every four years, indicating greater confidence and intent in upgrading comfort and design.
In contrast, bedrooms continue to prioritise functionality, with queen-size beds and mattresses dominating demand nationwide—underscoring the importance of comfort-led decision-making in private spaces.
Design, Functionality, and Regional Nuance Shape Demand
Lighting emerged as the biggest design shift of the year, with hanging lights and wall lamps outperforming soft décor across metro cities. The trend reflects a growing interest in ambience-driven upgrades that enhance everyday living without requiring large investments.
Tier-2 India showed strong momentum, with cities such as Goa, Nagpur, Kochi, and Bhopal investing significantly in home ambience and functional solutions—reinforcing the idea that aspirational home-building is no longer limited to metros.
Work, Worship, and the Modern Indian Home
While work-from-home has stabilised into a functional reality, it continues to influence purchase behaviour. Office chairs emerged as the fastest-moving furniture category of the year, driven equally by metro and Tier-2 markets.
Across urban centres, Mandirs ranked among the leading home categories, highlighting how devotional spaces remain deeply integrated into contemporary Indian homes—blending tradition with modern living.
Leadership Perspectives: Key Takeaways from the Data
Ashish Shah, Co-Founder and Chief Executive Officer, Pepperfry, said: “Excited to release this third edition of Pepperfry’s Home Report Card 2025. As always, the report isn’t about forecasting trends—it reflects behaviour across millions of households based on actual purchases on Pepperfry. Homes are becoming more personal, practical, and thoughtfully built over time. With the advent of many D2C brands launching on Pepperfry this year, customers are becoming more discerning, choosing unique and design-led products. Pepperfry will continue pursuing its ambition of becoming the de facto ‘Fashion for Home’ destination for consumers and brands alike.”
Shubbam Sharma, Chief Growth Officer, Pepperfry, added: “What Indians buy for their homes today is deeply influenced by where they live, how they work, and how their lifestyles are evolving. The Pepperfry Home Report Card 2025 brings together data, trends, and trivia to paint a comprehensive picture of home buying across India, while also guiding us to curate the most relevant supply for our customers.”
Kulbhushan Atkar, Head of Marketing and Furniture Category, Pepperfry, observed: “The report clearly highlights a shift from episodic home buying to continuous home-building. Consumers are no longer waiting for festivals or a new home to act. Instead, they are upgrading in smaller, more assured decisions throughout the year. For brands, success will depend on staying relevant across life stages, seasons, and everyday moments—offering solutions when homes are ready for change, not when the calendar dictates it.”
Living Better, One Thoughtful Decision at a Time
Taken together, the Pepperfry Home Report Card 2025 offers a compelling portrait of a market in transition. Indian homes are no longer chasing perfection or one-time transformation. Instead, they are evolving gradually—guided by practicality, personal taste, and lived experience.
From Tier-2 cities driving design-led demand to urban households blending functionality with tradition, the data underscores a new reality: home-building in India has become a continuous, conscious journey. And in this new era, progress isn’t measured by grand overhauls, but by making better choices—one room, one moment, and one meaningful decision at a time.
