The future is AI+Human Model: Pawan Rochwani, Pepper Content

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The recently-held Pitch CMO Summit witnessed a fireside chat between Ambareesh Murty, Co-founder and CEO, Pepperfry, and Nawal Ahuja, Co-founder, exchange4media.

Kicking off the session, Ahuja asked Murty about agile marketing and pointed out how Pepperfry was a disruptor when it entered the furniture market. “How does Pepperfry signify agile marketing because you had an entrenched ecosystem and you also had competition. What are the things that you did to disrupt the market?”

Murty said that it all started with a vision. “If somebody hangs around long in a place…so suppose somebody’s working in an organisation for 10 years, typically the word that gets used for the person is ‘yeh insaan to furniture ho gaya’. So the pace we were operating in was one where furniture was not really even thought to be agile or thought to be something that is glamorous, new, trendy and so on. So, the vision that Ashish, my co-founder, and I had was that we were going to make this category really exciting and it started off with a name. We could have been called ‘Fabulous Furniture’ but we didn’t choose to be called that. Instead, we chose to be called something that had nothing to do with furniture – Pepperfry. And I think that is where it started.”

Murty went on to share more on the brand’s journey. “We then realised that when you are on a journey of creating something which is lasting and forever then the approach has to be very different from everybody else. We are fundamentally an online play, however, we spend most of our money on brand building. So, interestingly, most of our budgets typically go into television media and outdoor. Yes, we do internet marketing. There are people who need to find us online but the interesting thing is that by virtue of having created our brand more than 75 per cent of our business today comes organically. We do not have to pay anybody anything in order to drive a customer in…

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