The aim of my presentation is to provide a comparative analysis of 2 major players in furniture and furnishing category who have changed customers mindset of buying furniture.

1. COMPETITIVE ANALYSIS
By : Aakash Sharma
Created on: 20 June 2014
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2. OBJECTIVE OF ANALYSIS:
 To study the comparative analysis of the products and services provided by
FabFurnish.com and Pepperfry.com.
 To highlight the business models of FabFurnish.com and Pepperfry.com.
 Analyze the Alexa rank and traffic trends of both the brands.
 To judge the online popularity for both the brands.
 To study the social presence of both the brands
 SWOT Analysis of both the brands.

3. INTRODUCTION
FabFurnish.com Pepperfry.com
INTRODUCTION
 FabFurnish.com is the largest online
home store in India, retailing furniture,
home furnishings, home décor items and
more.
 The company is backed by Rocket
Internet, a German Incubator.
 FabFurnish.com retails through both
online and brick & mortar model.
 It was founded by Vikram Chopra and
Mehul Agarwal in March, 2012.
 The company has its headquarters in
Gurgaon, India.
Pepperfry.com
 Pepperfry.com is a market place,
offering products across categories like
furniture, home décor, appliances,
kitchen and dining etc.
 The company is funded by Northwest
Venture Partners
 The brand retails through their online
site.
 It was founded by Ambareesh Murty
and Ashish Shah in January, 2012.
 The company has its headquarter based
in Mumbai, India.

4. BUSINESS MODEL
FabFurnish.com v/s Pepperfry.com

5.  Hybrid Model: FabFurnish.com makes use of both online and offline means to
retail furniture and décor products. The company sells products through its
online store and partnered showrooms located in Bangalore and Delhi-NCR.
 Inventory Model: Products sourced from various brands are stored at
FabFurnish.com’s warehouse and the orders are dispatched to the customers
from there.
 Product Assortment: The e-com site retails 60,000 products from over 500 local
and international brands. FabFurnish.com offers a dynamic range of products
from its private label brands too.
BUSINESS MODEL

6. BUSINESS MODEL
 Marketplace Model: Pepperfry.com follows a managed marketplace model. In
this model, the orders are dispatched directly from the vendor to the customer.
 Online Store: The site provides a platform for a large number of sellers to
showcase their products. It works in close association with 1000 merchant
partners to offer a huge range.
 Product Assortment: It gives an offering of 45,000 products from over 200+
brands.

7. ALEXA TRAFFIC & RANK
FabFurnish.com
Pepperfry.com
Source : Alexa.com

8. ONLINE POPULARITY
FabFurnish.com Pepperfry.com
Source : Google Trends

9. Social Media Sites FabFurnish.com Pepperfry.com
Facebook (Likes) 593k 366k
Google + (Followers) 1105 247
Twitter.com (Followers) 1674 2985
Pinterest (Followers) 1713 894
Instagram (Followers) 373 0
Social Media Presence

10. SWOT ANALYSIS
STRENGTH WEAKNESS
OPPORTUNITY THREAT
• Consumer mindset about shopping
online for furniture
• Inter-state movement of products
• Dependence on vendors for products
• Competition in the Market
• Consumer Mindset
• Government Regulation
• Vendors / Retailers
FabFurnish.com
• Strongly Funded
• Fast Delivery & Excellent Customer Service
• Variety of Products & Brands
• Innovative Services
• Best price promise
• Growing Market Segment
• Growth in number of online users
• New Technologies in E-commerce
• Increasing buying behavior of young
population

11. SWOT ANALYSIS
STRENGTH WEAKNESS
OPPORTUNITY THREAT
• Strongly Funded
• Delivery & Support
• Huge range of products across categories
• Tie up with a large number of vendors
• Consumer Mindset
• Inter-state movement of products
• No physical stores in the market
• Market Segment
• Growth in Online Users
• New Technologies in E-commerce
• Increasing Buying behavior of Young
Population
• Competition in the Market
• Consumer mindset
• Government Regulations
• Vendors / Retailers
Pepperfry.com

12. Customer Reviews
Dipanjay99- BANGALORE, India You get exactly what you see on the website
Let me start by saying that I got delivery the same product as is seen on the website. I love the new shelf that I
have converted to a "bedside shelf". It fits perfectly in a room with little or no space for a bedside table. I am
impressed with the fine finish of the product. Read More
Rachnaarora1984- Bangalore, India Superior Quality & Unique Products
I had purchased Oasis Fransisco L-Shape Sofa from fabfurnish. I got my sofa set in 13 days. The sofa set quality is
awesome, comfortable level is also great. I haven’t found these kind of sofa in my local market. Quiet unique and
good quality product I found in this website. Read More
sridhar_ak - Hyderabad, India Pathetic cancellation process and refund policy
I recently ordered sofa cum bed from http://www.fabfurnish.com and immediately tried to cancel the order (with
in 10 mins of the order placement) by calling customer care. Surprised to know that there is no cancellations
allowed on furniture. Furniture is the main USP of this and they don't accept cancel Read More
careerarun -Kochi, India, BAD DELIVERY experience
Never deliver at time, no proper Status of purchased item, very very bad experience
I had purchased two items sofa and mattress from Bangalore Bellandur Fab-Furnish office. Mattress didn’t reach
after 15 days of promised date [ is always 15 days after purchase] and I didn’t receive the order Read More
FABFURNISH.COM
Source : Mouthshut.com

13. Customer Reviews
Nupurgautam317 -Agra, UP, India - Very reasonably priced and large collection.
I have been a steady customer of pepperfry.com for nearly 2 years now. I love the collection of nearly everything
on this site. Till now I have purchased:1> Curtains.2> Side Board.3> Wooden Trunk.4> Wall Shelves.5> Rice Cooker.
Certain other small stuff from this site. Read More
sportage_us - Nagpur, India - Pepperfry is the best for online shopping.
Dear readers, I purchased a Pioneer 3 gas burner from pepperfry.com in Dec. 2013 but in January 2014 the top
glass broke automatically at the time of cooking. Therefore instantly I wrote a mail to Pepperfry and they took
the cognizance of my complaint and refunded me the complete cost. Read More
sridhar_ak - Hyderabad, India - Pathetic Customer Support
First time I ordered a shelf which came without proper finishing and I waited for 2 weeks to get it finished by their
painter who was extremely busy fixing these issues everyday. Without learning the lesson, ordered a bed in Jan 15
2014 and surprisingly after 15 days it was delivered. But a wrong Read More
Jasbond - Bangalore, India - Fraud do not buy from pepperfry
Worst experience, I see this as fraud, please do not buy from this site , they sell outdated product at premium,
they sell old stock, they cheating people with cheap quality products Read More
PEPPERFRY.COM
Source : Mouthshut.com

14.  By comparing all the data, we can easily conclude that FabFurnish .com has a
competitive advantage over Pepperfry.com.
 Since Oct 2013 FabFurnish.com started receiving more website visitors than
Pepperfry.com.
 After studying the data from July 2012 to Jan 2014, it is observed that
FabFurnish.com is trending higher than Pepperfry.com. Though this was vice
versa before Oct 2013.
 FabFurnish.com has larger number of fans across various social media channels
like Facebook, Instagram, Google+ and Pinterest. While Pepperfry tops the list in
twitter.
 After reviewing the customer’s feedback, it can be concluded that customers
had an average shopping experience with both the brands.
CONCLUSION

15. Feedback : aakashsharma2010@yahoo.in