Urban ladder vs pepperfry: Unfolding of the Indian online furniture saga

Abstract

The online space of furniture in India is experiencing increased adaption and acceptance from the public. This has spurred competition both in the online and offline platforms. This case focusses on how demand generation and fulfilment happens in Urban Ladder, Pepperfry – the forerunners in the industry whose competitive advantage is heavily dependent on their business models. Urban Ladder is vertically integrated while Pepperfry operates predominately with horizontal integration. The design, distribution and marketing strategies of the two players are discussed along with the consumer attitudes. These brands have also ventured into the offline space; hence customer engagement and feedback mechanism will vary across touchpoints and propose an exciting area of study.