Brands
Pepperfry sparks early festive comfort this Diwali
MUMBAI: Light up your living room before the lights go up! Pepperfry, India’s leading e-commerce furniture and home décor brand, is making this Diwali extra cosy with its latest campaign, This Diwali, Bring Home the Comfort You Felt.
The campaign invites customers to experience the comfort and style of Pepperfry’s furniture in-store, allowing families to bring home sofas, recliners, and dining sets immediately instead of waiting for deliveries. The idea is to kickstart the festive season with joy, warmth, and stress-free celebrations.
“Diwali is about laughter, lights, and the warmth of home. With this campaign, we want families to feel our furniture first-hand and enjoy the festival from the very start,” said Pepperfry lead, brand marketing Archana K.
Brands
65 per cent women start credit early, 76 per cent show confidence: mPokket survey
mPokket survey highlights rising financial independence and purposeful borrowing
NEW DELHI: A quiet financial shift is underway across India, and women are at the centre of it. A new survey by mPokket suggests that young Indian women are entering the credit system earlier, with greater confidence and a sharper sense of purpose than ever before.
Based on responses from 10,000 women across the country, the study finds that more than 65 per cent took their first loan before turning 30. Far from hesitation, confidence appears to be the norm, with nearly 76 per cent saying they felt assured when taking that first step into formal borrowing.
The findings point to more than just access. They reflect a broader shift in financial independence. Nearly 79 per cent of respondents believe women today are more financially empowered than the previous generation, a view supported by rising workforce participation and easier access to digital finance tools.
What stands out is the diversity of borrowers. While 48.6 per cent of respondents are salaried, close to 40 per cent are self-employed, running small businesses or working independently. This signals that credit is no longer limited to traditional employment structures but is reaching India’s expanding micro-economy, including gig workers and entrepreneurs.
The intent behind borrowing also tells a story. For 41.6 per cent, loans are a safety net for emergencies. Another 20.8 per cent use credit to support their families, while 15.7 per cent borrow for education or skill development. In short, borrowing is less about impulse and more about planning.
Financial discipline is keeping pace. Around 40 per cent of respondents report saving monthly, 28.4 per cent use autopay to manage EMIs, and over a quarter maintain a monthly budget. For many, financial health is defined not by wealth, but by reliability, with 45.7 per cent ranking timely EMI payments as their top priority.
The survey largely captures women under the age of 29, a group entering formal credit systems for the first time. Their habits, the report suggests, could shape how India approaches borrowing in the years ahead.
Commenting on the findings, mPokket CEO and founder Gaurav Jalan said the shift is structural rather than temporary. “It is not just about borrowing, it is about agency. Women are confident, they borrow with clear purpose, and they follow through. The responsibility for platforms like ours is to build products that are accessible, transparent, and designed for such a cohort.”
As India’s credit culture evolves, this new generation of women borrowers appears to be rewriting the rules, proving that financial confidence and responsibility can go hand in hand.
