Pepperfry has appointed Jyoti Arora as Associate Director – Customer Experience, marking her return to the furniture and home marketplace for a second stint. She announced the move on LinkedIn, describing it as a “new and exciting chapter” as she returns to Pepperfry in the CX leadership role.
She joins Pepperfry from Borosil, where she spent nearly six years as Head – Customer Experience and D2C Operations. In the role, she led customer experience and operational functions spanning contact centre operations, direct-to-consumer (D2C), e-commerce and CRM.
Ms Arora’s return also brings prior experience with Pepperfry. She previously worked with the company from June 2012 to January 2016, serving as Manager – Payment Operations and Customer Escalations. Her second stint comes at a time when customer experience is becoming increasingly central to how home and furniture brands compete across digital and physical channels.
Before joining Borosil, Arora founded Savourex Foods and also held a role at Craftsvilla, where she worked across customer experience and digital payments. Earlier in her career, she spent more than seven years with HSBC Global Payments, working across compliance, controls and risk. Her career spans customer experience, digital commerce, payments, operations and risk—areas that increasingly intersect as consumer journeys become more digitally enabled and omnichannel.
Ms Arora’s appointment also comes as Pepperfry continues to strengthen its consumer proposition. The company recently introduced its “Fashion for Your Home” brand philosophy, positioning home interiors around personal style and individuality and appointed actors Kiara Advani and Sidharth Malhotra as brand ambassadors for the campaign. With her previous understanding of Pepperfry and recent experience leading CX and D2C operations, she is set to bring a combination of institutional knowledge and broader consumer-experience expertise to her new role.
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