MAM
Pepperfry & Infra.Market partner to elevate CX and product range
Mumbai: E-commerce furniture and home décor company – Pepperfry and Infra.Market, a construction materials company with its in-house brand Ivas, have announced a partnership to enhance customer experience and expand product offerings. Pepperfry products will be available in Infra.Market stores, while Ivas will be featured in Pepperfry locations, creating a one-stop destination for home needs.
Starting from October, the companies will launch store-in-store (SIS) formats of Pepperfry in Infra.Market locations in cities including Bengaluru, Hyderabad, Pune, Kolhapur, Sangli, Aurangabad, Alibaug, Panvel, Nagpur, and Nashik. Ivas will also support Pepperfry’s modular furniture segment in stores across Mumbai, Pune, Baroda, Ahmedabad, Chandigarh, and Kolkata. This collaboration will provide a curated selection from multiple brands, allowing customers to visualise and plan their projects effectively.
Over the next three months, Pepperfry plans to establish more than 20 SIS formats in Infra.Market stores, while Ivas aims to increase its presence in Pepperfry locations.
Speaking about the partnership, Pepperfry co-founder and CEO Ashish Shah said, “This partnership with Infra.Market and Ivas, reiterates our mission to deliver a comprehensive and seamless home solutions experience to our customers. With this collaboration, we can leverage each other’s extensive network of stores and supply chain infrastructure to enhance our offering and provide a one-stop destination for all home needs to our customers – from tiles, custom modular furniture, electricals, paints, sanitaryware to home decor, mattress and furniture, all under one roof. Customers across these cities will now have access to 1,000s of brands and 100s of product categories through a unique omnichannel experience.”
The collaboration aims to meet the demand for comprehensive home and construction material solutions by introducing dedicated sections in Infra.Market and Pepperfry stores, featuring building materials alongside home furnishings.
Ivas, backed by Infra.Market, is transforming the home building and renovation sector by offering a wide range of products, including tiles, slabs, quartz, sanitaryware, bath fittings, fans, lighting, appliances, modular kitchens and wardrobes, designer hardware, and laminates.
Infra.Market co-founder Aaditya Sharda added, “Our partnership with Pepperfry marks a significant step in our commitment to simplifying home building by offering customers unparalleled access to diverse solutions that meet their needs.” He further added, “At Ivas, we understand that homemakers invest their hearts into creating comfortable spaces. Our collaboration with Pepperfry enhances this endeavor by seamlessly connecting high-quality building materials with stylish décor options. Together, we are addressing the diverse needs of homeowners across India by bridging construction and furnishing, ultimately transforming houses into dream homes.”
Brands
DeVANS sparks buzz with self-chilling beer can April Fools campaign
Godfather stunt racks up 7 million impressions, blending humour with hype
NEW DELHI: DeVANS Modern Breweries has stirred up the marketing pot with a playful yet high-impact campaign teasing a futuristic “self-chilling beer can” under its flagship Godfather label.
What began as a seemingly bold product innovation quickly turned into one of the most talked-about brand moments online, before being revealed as an April Fools’ Day prank. The reveal, however, did little to cool the buzz.
The campaign clocked over 7 million organic impressions across platforms including LinkedIn, Instagram, Facebook and X, with users debating whether the concept was a genuine breakthrough or clever marketing theatre. Thousands of shares and comments turned the idea into a full-blown conversation, drawing in both consumers and industry insiders.
The hook was simple but effective. A self-chilling can positioned as an on-the-go convenience product tapped into the imagination of younger, urban audiences. Add the timing around April Fools’ Day, and the campaign struck the perfect balance between curiosity and scepticism, keeping audiences guessing.
Marketing experts have pointed to the campaign as a case study in leveraging cultural moments. By leaving just enough ambiguity, the brand invited audiences to participate rather than simply observe, turning passive viewers into active contributors to the narrative.
“Godfather has always been an iconic brand, but iconicity must evolve to stay meaningful,” said DeVANS Modern Breweries chairman and managing director Prem Dewan. “The ‘Self-Chilling Can’ was our way of showing up in a cultural moment with confidence and a sense of humour.”
Beyond the numbers, the campaign signals a broader repositioning for Godfather. Long seen as a legacy beer brand, it is now leaning into youth culture, digital-first storytelling and topical engagement to stay relevant in a crowded alcobev market.
In a space where attention is fleeting, DeVANS has shown that sometimes the coolest idea is the one that keeps people guessing.
