Case Study 3 — Pepperfry: Part 3
Based on industry data analysis: in Indian retail market furniture market is higher than jewelry, but money terms jewelry is higher, But purchaging in online is very very less. only 0.4% buying in online, But furniture is more than 1%. Since jewelry is more costly than furniture, it will face more touch and feel concern than furniture and buying furniture is increasing, So they might have choose furniture.
Based on competitive data: competition is very less in furniture segment, instead having all, having one category performance is good other than big players, So this might have reason pepper fry to choose only furniture segment.
Based on Pepperfry data: furniture margin is huge than all, its fair enough reason to choose only furniture.