This Article was fact checked and last updated for accuracy on November 15, 2025 by Mani Karthik
When I moved back to India in 2017 with my family, I faced a challenge that every returning NRI knows too well.
Our entire house was empty.
We had sold everything in the USA before moving back. My wife was worried about furnishing our new Bangalore home. Our US born son kept asking when his room would be ready.
I spent weeks comparing furniture options online. Pepperfry and Urban Ladder kept coming up as the top choices.
Here’s what I learned from my deep dive into both platforms. This comparison will help you make the right choice for your home.
The Current State: One Major Change You Must Know
Before we jump into the comparison, there’s something critical you need to understand.
Urban Ladder was acquired by Reliance Retail in November 2020 for Rs 182 crores.
This was a massive markdown from its peak valuation of Rs 1,200 crores in 2018. The acquisition happened during COVID when many startups were struggling.
What this means for you as a customer is that Urban Ladder now operates under the Reliance ecosystem. Pepperfry remains an independent company.
“This changes the entire game for furniture shopping in India.”
Quick Brand Overview: Different Philosophies
Urban Ladder’s Approach: Urban Ladder started in 2012 with a focus on premium, curated furniture. They wanted to be the IKEA of India.
The company emphasized quality over quantity. Their average order value was around Rs 20,000.
Pepperfry’s Strategy: Pepperfry launched in 2011 as a marketplace model. They focused on variety and reach.
Their approach was simple. Cater to everyone from a BPO employee to a Bollywood star. Average order value stayed around Rs 14,000.
Bold tip: Choose Urban Ladder for premium furniture shopping within Reliance ecosystem. Go with Pepperfry for maximum variety and competitive pricing.
Product Range Comparison
Here’s where the two platforms really differ:
| Aspect | Urban Ladder | Pepperfry |
|---|---|---|
| Total Products | 4,000+ items | 80,000+ items |
| Business Model | Curated selection | Marketplace model |
| Price Range | Rs 5,000 – Rs 1.5 lakh | Rs 3,999 – Rs 1.5 lakh |
The numbers tell the story clearly.
Pepperfry wins on sheer variety. They sell everything from furniture to home decor, kitchen items, and lighting.
Urban Ladder focuses on furniture and home decor only. But their curation is much better.
Quality and Customer Experience
This is where my personal experience becomes relevant.
I ordered a dining table from Pepperfry in 2018. The delivery took 15 days instead of promised 7 days. But the quality was decent for the price I paid.
My neighbor bought a sofa from Urban Ladder around the same time. Better quality wood, superior finish. But paid 30% more than similar options on Pepperfry.
Customer Service Reality Check:
From my research on consumer forums and personal conversations:
- Urban Ladder has better cancellation policies
- Pepperfry has mixed reviews on returns and service
- Both have improved significantly since 2020
Pricing Strategy Deep Dive
Here’s what most people don’t realize about pricing:
Pepperfry’s Pricing Model:
- Frequent sales and discounts
- Marketplace allows price competition
- Better options for budget furniture
- Hidden costs sometimes in delivery
Urban Ladder’s Pricing Model:
- Premium pricing strategy
- Focus on design and durability
- Fewer discounts but transparent pricing
- Free delivery on most orders above Rs 2,500
💡 Practical tip: Set price alerts on both platforms. Pepperfry’s sales can offer 40-60% discounts during festival seasons.
Logistics and Delivery Experience
This is crucial for furniture shopping.
Pepperfry has invested heavily in logistics. They claim to deliver to 400+ cities across India.
Urban Ladder has presence in around 90 cities. But their assembly service is generally better.
My Personal Delivery Experience:
When we furnished our Bangalore home:
- Ordered a wardrobe from Pepperfry: Delivery in 12 days, assembly took 3 hours
- Ordered a study table from Urban Ladder: Delivery in 8 days, professional assembly in 1.5 hours
The NRI Angle: What Matters Most
As returning NRIs, we have specific needs that differ from local customers.
Why This Matters for NRIs:
- Quick Setup: We need furniture fast after returning
- Quality Expectations: We’re used to international standards
- Budget Flexibility: Often have savings to invest in good furniture
- Long term View: Planning to stay in India for years
For more insights on financial planning after returning to India, check out my detailed guide on managing investments in India after moving back.
Mobile App and Online Experience
Both platforms have decent mobile apps.
Urban Ladder App:
- Clean, minimalist design
- Good product visualization with 360-degree views
- AR feature to visualize furniture in your room
Pepperfry App:
- More cluttered but feature rich
- Better search and filter options
- Frequent app exclusive deals
I personally prefer Urban Ladder’s app for browsing. But Pepperfry’s app is better for finding specific items quickly.
Smart move: Download both apps. Use Urban Ladder for inspiration, Pepperfry for price comparison.
Payment and EMI Options
This is where Pepperfry has a clear advantage.
| Feature | Urban Ladder | Pepperfry |
|---|---|---|
| EMI Options | Limited partners | Multiple banks |
| Credit Cards | Major cards accepted | All major cards |
| Digital Payments | UPI, wallets | UPI, wallets, BNPL |
Pepperfry offers more flexible payment options. Their partnership with multiple banks makes EMI easier.
Urban Ladder’s payment options have improved since the Reliance acquisition.
What About IKEA?
You might wonder why I’m not comparing IKEA.
IKEA entered India in 2018. They have physical stores in major cities now.
But their online presence is still limited compared to Pepperfry and Urban Ladder.
If you live near an IKEA store in Hyderabad, Mumbai, or Bangalore, definitely check them out. Their quality and pricing are excellent.
For online furniture shopping, it’s still a two horse race between Pepperfry and Urban Ladder.
Return and Exchange Policies
This is critical for furniture purchases.
Urban Ladder Policy:
- 7 day return policy
- Better handling of damaged goods
- Easier cancellation process
Pepperfry Policy:
- Return policies vary by seller
- Some customers report difficulties
- Marketplace model creates inconsistency
From my discussions in the returning NRI Facebook group, Urban Ladder wins on customer support consistency.
Integration with Other Services
Here’s where the Reliance acquisition shows its impact.
Urban Ladder now integrates with:
- Reliance Digital for appliances
- JioMart for home essentials
- Reliance Trends for home textiles
This creates a one stop ecosystem for home setup.
Pepperfry remains standalone but partners with various brands for complete home solutions.
The Verdict: Which One Should You Choose?
After three years of using both platforms, here’s my honest recommendation:
Choose Urban Ladder if:
- You prioritize quality over variety
- Budget is not the primary concern
- You want integrated Reliance ecosystem benefits
- You prefer curated, designer furniture
Choose Pepperfry if:
- You want maximum variety and options
- Budget conscious and love hunting deals
- You need specific items across multiple categories
- You prefer marketplace competition for pricing
My Personal Strategy:
I use both platforms strategically:
- Browse Urban Ladder for design inspiration
- Check Pepperfry for price comparison
- Buy premium items from Urban Ladder
- Purchase utility furniture from Pepperfry during sales
Current Market Position
The furniture market has evolved significantly since my initial research.
Urban Ladder under Reliance:
- Better funding and stability
- Integration benefits starting to show
- Focus on omnichannel experience
- Expansion to tier 2 cities
Pepperfry’s Independence:
- Raised $40 million in recent funding
- Valuation crossed $460 million
- Remains the largest independent player
- Focusing on private label brands
Tips for Smart Furniture Shopping
Based on my experience helping dozens of NRI families through our returning to India community:
Before You Buy:
- Measure your space accurately
- Consider Indian weather conditions
- Factor in maintenance requirements
- Think about future moving plans
During Purchase:
- Compare prices across both platforms
- Read customer reviews carefully
- Check delivery timeline realistically
- Understand return policies clearly
After Purchase:
- Inspect items immediately upon delivery
- Keep all documentation safe
- Register warranties properly
- Leave honest reviews for other buyers
For more detailed guidance on setting up your Indian home, check out my comprehensive guide on what every returning NRI must do in their first year.
The Bottom Line
Both Pepperfry and Urban Ladder have their strengths.
Your choice should depend on your specific needs, budget, and preferences.
If you want my personal recommendation: Start with Urban Ladder for your main furniture pieces. Use Pepperfry for accessories and utility items.
This strategy has worked well for my family and many others in our community.
The Indian furniture market is evolving rapidly. Both platforms continue to improve their offerings.
What matters most is choosing furniture that makes your Indian home feel comfortable and welcoming.
After all, that’s what coming home to India is all about.
Quick Comparison Summary
| Factor | Winner | Reason |
|---|---|---|
| Variety | Pepperfry | 80,000+ items vs 4,000+ |
| Quality | Urban Ladder | Curated selection, better materials |
| Pricing | Pepperfry | More frequent sales, competitive pricing |
| Customer Service | Urban Ladder | Better policies, Reliance backing |
| Delivery Network | Pepperfry | 400+ cities vs 90 cities |
| App Experience | Urban Ladder | Cleaner design, better visualization |
| Payment Options | Pepperfry | More EMI and BNPL options |
| Return Policy | Urban Ladder | Clearer policies, easier process |
TLDR: Key Takeaways
- Urban Ladder was acquired by Reliance in 2020, now part of larger ecosystem
- Pepperfry offers 20x more variety but Urban Ladder focuses on quality
- Urban Ladder better for premium furniture, Pepperfry better for budget options
- Both have improved significantly since 2020
- Use both platforms strategically for best results
- Consider IKEA if you live near their stores
- Read return policies carefully before purchasing
- Factor in assembly and delivery costs in your budget
- Join returning NRI communities for peer recommendations
Sources and References:
- Business Today – Urban Ladder vs Pepperfry Market Analysis
- TechCrunch – Reliance Retail Acquisition Details
- Inc42 – Urban Ladder Financial Analysis
- Business Standard – Market Competition Analysis
- Consumer feedback from returning NRI Facebook communities and personal interviews
Note: Prices and policies mentioned are based on research conducted in 2025 and may change. Always verify current terms before making purchases.