Mumbai: Mumbai-based e-commerce startup, Pepperfry.com has raised $5 million in venture capital funds from Norwest Venture Partners. Founded by former eBay India’s Country Manager Ambareesh Murty, Pepperfry is yet-to-be launched and would offer more than 25,000 pocket happy lifestyle products across various categories. Ashish Shah, former Head of Social Shopping and Business Head, Ebay Motors, would be joining Pepperfry as the COO.

Niren Shah, Managing Director, Norwest Partners India is excited by the e-commerce opportunity in India and believes that Pepperfry is a great addition to their already existing internet portfolio.

Headquartered in Mumbai, Pepperfry has ground sourcing and logistics operations in Delhi and Jodhpur. It covers major brands like Lotto, Peter England, Beverly Hills Polo Club, L’Oreal, and many others. It allows users to browse through various departments using filters for brands, product type, size, color, and many other variables. The company has roped in more than 70 e-commerce and retail professionals, and is scheduled to launch during Christmas.

Ambareesh Murty, CEO, Pepperfry.com says that their goal is to make affordable indulgence possible, and they would ensure that their customers get competitively priced lifestyle products without needing to compromise in style or choice.

Prior to founding Pepperfry, Murty was the Country Manager and Director—Marketplace Development & User Experience at eBay India. He was the Marketing Manager –Mass Markets at Britannia Industries. He founded Origin Resources and was the Brand Leader at Levi Strauss India. He served as the VP-Marketing & Customer Service at ICICI Prudential AMC, and as the Brand Manager at Cadbury India. Murty did his MBA from Indian Institute of Management, Calcutta. He holds a degree in B.E., Civil Engineering from Delhi College of Engineering.

Norwest Venture Partners, a global venture capital firm, makes early to late stage ventures and growth equity investments across a wide range of sectors. It manages more than $3.7 billion in capital and has funded over 500 companies, including Polycom, Yatra.com, Quikr, Quirky, Mobile Iron, and many others.