Pure Home + Living

What Pure Home + Living does

Pure Home + Living (PHL) is an Indian home décor and lifestyle brand founded in 2011 and headquartered in New Delhi. The company sells a broad assortment of décor, kitchen and dining, home textile, artificial flowers and greens, bar and drinkware, faux leather accessories, bath, and gifting products to individual consumers across India through a dual-channel model: a Shopify-powered direct-to-consumer e-commerce site (with 360-degree product view and 3D visualisation features) and a network of 12 physical retail showrooms spanning Delhi NCR, Mumbai, Bangalore, Pune, Ahmedabad, Chennai, Hyderabad, Kolkata, Jaipur, Lucknow, Indore, and Punjab.

The product portfolio is organised into core categories (Home Décor, Kitchen & Dining, Home Textile, Flowers & Greens, Bar & Drinkware, Faux Leather Accessories, Bath & More, Gifting) and includes the 'Purely Classics' curated sub-brand. Products are priced in a ₹399–₹6,499 band with free shipping above ₹999, multi-tier promotional discounts, and a 48-hour return/replacement window on eligible SKUs. No product warranty is offered. Marketing is driven by a content/blog engine (PHL Guides) covering seasonal styling and gifting, with presence on Instagram and Facebook.

PHL is privately held, with no institutional investors, parent company, or disclosed funding in the available data. Leadership is in transition: Sukhleen Aneja (formerly SVP and Business Head of Kay Beauty at Nykaa, with prior stints at The Good Glamm Group, Reckitt, L'Oréal, RB, and Unilever) is set to join as Chief Executive Officer in May 2026 to lead the next phase of strategic growth and premium home décor expansion.

Name

Pure Home + Living

Legal name

Pure Home + Living

Website

https://purehomeandliving.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Pure Home + Living is an Indian home décor and lifestyle brand (founded 2011, New Delhi) selling décor, kitchenware, textiles, and gifting products directly to consumers through an e-commerce site and 12 retail showrooms across India.

Ownership category

akta.pro rank

Product category

Home Décor Retail

NAICS

Home Furnishings Retailers (44912)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Decorative Accessories Retail (Vases, Bowls, Sculptures, Figurines, Trays) (CRAIACAB)

akta.pro secondary industries

Candles, Home Fragrance & Diffusers Retail (CRAIACAC), Indoor Plants, Faux Florals & Botanical Décor Retail (CRAIACAG), Soft Home Décor Textiles Retail (Throws, Blankets, Cushion Covers) (CRAIALAG)

Keywords

• Home decor retail
• Kitchen and dining
• Home textile accessories
• Artificial flowers and greens
• Bar and drinkware

Headquarters

HQ city

New Delhi

HQ country

India

HQ region

Asia

Offices12 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Direct Product Sales: Pure Home + Living generates revenue through direct-to-consumer online sales of home décor and lifestyle products including vases, candles, dinnerware, drinkware, faux leather accessories, home textiles, artificial flowers, and decorative items. The company operates both an e-commerce platform and physical retail stores across India.

Pricing tiers

Distribution channels2 records

Marketing channels1 record

Core offering

Pure Home + Living sells home décor, kitchen & dining, home textile, flowers & greens, bar & drinkware, faux leather accessories, and bath accessories directly to consumers through its own e-commerce website and physical retail stores across 12 Indian cities. The company also offers gifting options including e-gift cards, personalized gifts, and curated collections by occasion, recipient, and price range for anniversaries, birthdays, weddings, and house warmings. A sub-brand called Purely Classics offers timeless décor pieces with ceramics, vases, candle holders, and faux leather organizers.

Product overview

Pure Home + Living (PHL) is an Indian e-commerce home décor and lifestyle brand offering a comprehensive portfolio of products across multiple categories. The core offerings include Home Décor (vases, candles, fragrances, lighting), Kitchen & Dining (dinnerware, serveware, table linens), Home Textile (cushion covers, throws), Flowers & Greens (artificial flowers, plants), Bar & Drinkware (glassware, bar accessories), Faux Leather Accessories (organizers, trays, storage), Bath & More (bathroom accessories), and Gifting (gift cards, personalized items). The brand operates through branded sub-collections such as Purely Classics featuring timeless décor pieces, along with specialized sub-categories for Decor Objects, Decorative Bowls, Decorative Jars, and Decorative Platters. Products are sold through their Shopify-powered e-commerce platform with free shipping above ₹999 and physical retail presence across multiple Indian cities.

Differentiator

Problem solved

Functional benefit

Brands

• Purely Classics: A collection of classic home décor items including vases, candle holders, decorative bowls, photo frames, and faux leather accessories designed with timeless appeal for everyday homes.

Products and services

• Home Décor Elegant home décor items including vases, votives, lamps, candle stands, hurricanes, lanterns, and home fragrances such as diffusers, scented candles, and room fresheners for individual consumers seeking contemporary home styling.
• Kitchen & Dining Dinnerware, serveware, table linens, cutlery, placemats, coffee mugs, and tea sets crafted from porcelain and glass for kitchen and dining needs of individual consumers.
• Home Textile Cushion covers including embroidered, printed, and solid varieties, pillow shams, table linens, throws, and table napkins for individual consumers' home textile needs.
• Flowers & Greens Artificial flowers, stems, grass balls, faux greenery, succulents, potted plants, and artificial trees for decorative purposes in homes of individual consumers.
• Bar & Drinkware Bar accessories, bar tools, coasters, decanters, stirrers, champagne glasses, wine glasses, whiskey glasses, tumblers, and highball glasses for home bar and entertaining use.
• Faux Leather Accessories Faux leather coasters, photo frames, pouffes, trays, vanity pouches, organizers, storage boxes, tissue boxes, watch organizers, and pen stands for home organization and décor.
• Bath & More Bathroom accessories including soap dishes, bath mats, towels, laundry baskets, and items for organizing bathroom spaces in individual consumers' homes.
• Gifting Gift products including e-gift cards, personalized and monogrammed gifts, with gifting options organized by price ranges, occasions (anniversary, birthday, wedding, house warming), and recipients (for him, for her, for the host).
• Purely Classics A curated collection of classic home décor items featuring ceramics, vases, candle holders, decorative bowls, photo frames, faux leather organizers, trays, and figurines with a focus on timeless design for everyday homes.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• The Home Town (by Future Group): The Home Town is an Indian home and furniture specialty retail chain selling furniture, home décor, kitchen/dining, and furnishings through large-format stores across India. It directly overlaps PHL in multi-category home décor and lifestyle, but with a stronger furniture tilt.
• Chumbak: Chumbak is an Indian lifestyle and home décor brand offering quirky, design-led décor, kitchen/dining, and gifting products through its own e-commerce site and retail stores. It targets the same premium-aspirational Indian consumer, competes in identical product verticals, and uses a similar D2C-plus-flagship-store retail model.
• Nicobar (Good Earth): Nicobar is the design-led Indian lifestyle brand (part of the Good Earth ecosystem) selling premium home décor, tableware, textiles, and gifting through its own e-commerce platform and physical stores. It competes directly with PHL in premium décor, dining, and gifting, and is a strong style-led comparable.
• Urban Ladder: Urban Ladder is an Indian omnichannel home furniture and décor retailer selling furniture, mattresses, home décor, and furnishings through its own e-commerce site and experience stores. It is comparable to PHL on Indian omnichannel home retail, although with a stronger furniture tilt.
• Pepperfry: Pepperfry is an Indian online-first home and furniture marketplace selling furniture, home décor, kitchen/dining, and furnishings, with franchise studios in several Indian cities. It is comparable as an omnichannel Indian home décor/furnishings retailer competing for the same urban Indian customer.
• FabIndia: FabIndia is a leading Indian lifestyle retailer selling home furnishings, textiles, tableware, décor, and gifting products alongside apparel, through a national chain of physical stores and e-commerce. It shares PHL's premium-aspirational positioning, omnichannel model, and home décor/dining/textile assortment.
• Home Centre (Landmark Group): Home Centre is one of India's largest home furnishings and décor specialty retailers, operating large-format stores across metros and tier-1 cities with an assortment spanning home décor, kitchen/dining, bedding, and lighting. It directly overlaps PHL's omnichannel, multi-category home décor model and is the most direct offline comparable in India.

Broad incumbents

• IKEA India: IKEA India is the Indian arm of the global home furnishings giant, operating large-format stores and e-commerce across metros with a full assortment spanning furniture, home décor, kitchen/dining, and textiles. It is a broader incumbent competing for the same Indian urban home décor and dining customer but at a different price/value positioning.
• Asian Paints Beautiful Home (by Nilaya): Asian Paints' Beautiful Home / Nilaya stores extend the dominant Indian paint brand into home décor, soft furnishings, lighting, and kitchen/dining across concept stores. It is comparable as a large incumbent Indian home décor brand, although its core strength is décor adjacent to paint/wall finishes.
• Westside Home (Trent): Westside Home is the home and lifestyle concept from Trent (Tata group), offering décor, kitchen/dining, textiles, and gifting inside Trent's larger Westside department store footprint. It competes with PHL in home décor and gifting but operates as a department-store vertical rather than a stand-alone home specialty brand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/purehomeandliving
• Facebookfacebook.com/purehomeandliving
• Xx.com/purehomeliving

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pure Home + Living