In a significant move for India’s e-commerce and furniture sectors, BSE-listed TCC Concept Ltd has announced the acquisition of a 98.98% stake in online furniture marketplace Pepperfry for approximately ₹661.47 crore. The acquisition, which will be executed through a share swap, positions TCC Concept as the near-complete owner of one of India’s most recognized furniture and home décor platforms.
According to the company’s exchange filing, the deal will be structured through the issuance of 1.18 crore shares of TCC Concept at a price of ₹557.9 per share to Pepperfry’s existing shareholders. This strategic acquisition is expected to be completed by December 15, 2025, subject to shareholder and regulatory approvals.
Deal Structure and Shareholding
Once the acquisition is finalized, TCC Concept will hold 3.5 crore equity shares and 30.1 lakh preference shares of Pepperfry. This gives TCC near-total control on a fully diluted basis, effectively making Pepperfry a subsidiary of TCC Concept. The deal underscores a growing trend of traditional, listed Indian companies expanding into the digital and omnichannel retail space through strategic acquisitions.
The transaction also reflects investor confidence in Pepperfry’s brand value, operational scale, and established logistics network. By integrating Pepperfry’s strong online presence and physical studio network, TCC Concept aims to strengthen its footprint in India’s rapidly growing home and lifestyle segment.
About Pepperfry
Founded in 2012 by Ambareesh Murty (late) and Ashish Shah, Pepperfry has grown into one of India’s leading omnichannel furniture and home goods marketplaces. With a network of over 150 Pepperfry Studios across 100 cities, the company has successfully blended digital convenience with offline experience, helping millions of customers furnish their homes with ease and confidence.
Pepperfry’s platform offers a wide range of furniture, décor, and household products, serving as a trusted bridge between consumers and curated sellers. Over the years, it has become synonymous with quality, affordability, and design-led innovation in India’s online furniture market.
Strategic Impact and Market Outlook
This acquisition marks a major milestone for both companies. For TCC Concept, it opens doors to India’s booming e-commerce ecosystem, particularly in the furniture, home décor, and lifestyle sectors, which are projected to grow at a double-digit CAGR over the next five years. For Pepperfry, the partnership offers access to public market capital and strategic resources to accelerate its next phase of growth.
Industry experts believe this deal could serve as a blueprint for future collaborations between traditional listed firms and digital-first brands. It also demonstrates continued investor appetite for scalable, asset-light business models in the consumer goods sector.
As the acquisition moves toward completion in December, all eyes will be on how TCC Concept and Pepperfry integrate operations to unlock synergies and strengthen their position in India’s competitive retail landscape.
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