Pepperfry has entered the pet-care market to make a difference and address all the gaps in the segment that it had seen customers face over the years, as per Hussaine Kesury, Chief Category Officer, Pepperfry.
According to Kesury, “The last few years have seen a sharp incline in pet care products and pet furniture as a category has seen substantial traction. Based on our need-gap analysis, we realised that accessibility and availability of pet furniture in terms of variety, quality and customisation is a huge challenge. It was only natural for us to foray into this category and expand our current product portfolio.”
He also went on to add that pet furniture will be a part of the robust marketing strategy that is underway for the home décor and furniture brand. “We are going to focus on pet furniture, furnishings, and care. Furniture and furnishings supply is highly restricted, these products also occupy space, and hence stores keep limited options for consumers,” he said.
Commenting on the target group for the new pet-care category of Pepperfry, Yesury said that pet furniture has gained tremendous popularity amongst millennials and Gen Zs. “We will be targeting this particular consumer cohort through rigorous social media engagement involving platforms and formats that they engage with,” he said.
He also pointed out that the driving forces for the pet-care industry include increased urbanisation, pet humanisation, increase in pet adoptions, changes in social and cultural construct, rise in disposable incomes coupled with an increase in the general awareness and sensitivity towards pets.
“The new age pet parents are aesthetically aware and are looking for comfortable and safe pet care solutions and we, at Pepperfry, understand the pulse of the consumer and work closely with our suppliers to deliver them the finest quality offerings,” he added.
He also went on to highlight that the USP for the brand’s foray into the pet-care category would be its diverse offerings, excellent quality and rapid accessibility, which form the bedrock of this new category and are in tandem with the evolving consumer palette of the brand.
Moreover, Kesury also pointed out that Pepperfry is confident of value addition through their differentiators of variety, accessibility and the brand’s seal of quality as they have a solid bench strength of over 200 walk-in studios and offer a comprehensive digital catalogue.
He also emphasised that with the new category launch, the brand aims to extend and offer personalised, high-quality solutions and strives to be the one-stop destination for pet furniture in the country.
Throwing light on the short and long-term objectives that the brand has set for the new category, Kesury stated, “Pepperfry’s short-term objective is to build a strong marketplace for pet furniture by aggregating supply from niche pet brands and manufacturers on our platform. Moreover, our long-term objective is to be a one-stop destination for pet furniture and care.”
Several industry reports also point out that the pet care segment in India, which is currently valued at approximately Rs 4,000 crore will grow at a CAGR of about 30% in future and is forecasted to reach Rs 10,000 crores by 2025.
Kesury also asserted that since Pepperfry already has high visitor traffic, the niche retailers - both online and offline - will gain visibility by listing their products on the company’s website and offline channels.
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