Discounts cannot disrupt the furniture market: Ashish Shah of Pepperfry

Price comparison is difficult in an unorganised market like furnitures, Shah tells Shubhomoy Sikdar

The furniture industry saw a great deal of action in 2018, following Ikea's entry into the $38 billion Indian market and Flipkart's plans to get into organised furniture retail. Ashish Shah, COO & founder Pepperfry, isn't worried about the competition though, and his company already has a stated goal of running more than 70 stores pan-India by 2019-end. In an interview with Subhomoy Sikdar, he explains why competition in India's furniture retail sector hasn't reached saturation and why he, in fact, welcomes the entry of new players. Edited excerpts:
 
What impact will three developments from last year — Ikea’s