In an exclusive conversation, Ambareesh Murty, Co-founder and CEO of India’s leading online home furnishing retailer Pepperfry, discusses his journey in creating a profitable brand in the highly competitive e-commerce space. Ambareesh believes that the road to profitability for an e-commerce niche brand such as Pepperfry is through creating ‘differentiation,’ ‘scalability,’ and ‘brand recall.’ And these three factors allow Pepperfry to consistently make 20%+ contribution. Ambareesh shares his intension to take Pepperfry ‘public’ and believes that ‘IPO’ is the true measure of success, at a time when many tech-entrepreneurs prefer to stay private for long. Ambareesh, further opens on a host of topics: his initial mistakes and course corrections in creating Pepperyfry, frugal capital raising at a time when capital is abundant, advent of Ikea and its impact on his business, and some of the key challenges and learnings in the course of creating a successful brand. When you started, you went through a capital constrained environment, and it was one of the reasons you had to narrow down your categories. And now entrepreneurs are building out under a notion that capital is super abundan...