About Us


The purehomeandliving.com website is an ecommerce destination of Pure Home + Living, India’s premier home decor chain of stores, and is owned and operated by DLF Brands Pvt Ltd. Established in 2006, we have grown to become one of India’s leading retailers with close to 200 stores across the country. Today, DLF Brands Pvt Ltd and its subsidiaries bring to discerning Indian consumers a host of iconic international brands such as Lenscrafters, Disney & Me, KIKO Milano, and Sunglass Hut.

At DLF Brands, we know what the customer wants: value for money. That’s why we have conceptualized purehomeandliving.com as a contemporary ecommerce website to help consumers shop online and transform their homes into a luxurious abode. We formed strong partnerships with the region’s best manufacturers and established our own top-notch production facilities so that we can provide the latest trends and uncompromising quality in our signature products —all at affordable prices.

We are also committed to enhancing our customers’ purchasing experience, whether you buy our products at a mall or through this ecommerce venture. So, we are combining digital and in-store shopping to create a seamless retail experience. And we believe the success of this strategy hinges on consistency..

The task of ensuring consistency on purehomeandliving.com — as it does across our multiple Pure Home + Living stores across the country — rests on our people. Having highly-trained professionals with deep retail experience at every stage of the supply chain, backed by the latest retail technology, helps us cut out middlemen, creates unmatched customer service and above all keeps us true to our original mission of offering quality products at competitive prices.


  • Timmy Sarna, Managing Director and CEO, DLF Brands Ltd, brings two decades of product and merchandising experience, first as a preferred supplier of home accessories and home textiles to popular international brands, and later at the helm of DLF Brands. Mr Sarna has an uncanny knack for anticipating trends, with an unrivalled ability to put together outstanding collections and has built unmatched relationships with the best production units across Asia.

    He takes great pride in ensuring we offer exclusive products, many of them handmade by master craftsmen from time-honoured designs and from the finest materials. It is to his high standards of quality, cost-consciousness and customer focus that we collectively aspire.

  • Amit Seth, AVP – Pure Home+Living, DLF Brands Ltd, combines years of retail experience with sourcing and merchandising expertise. His eye for uniqueness and innovation has taken the brand to new heights. Being an efficient curator of unique products and designs, he has managed to incorporate the idea of classy décor into urban Indian interiors. His compassion for excellence in sales and operations of the brand, along with his keen eye for customer satisfaction has given us an edge over the others.

    The Team- The vibrant and enthusiastic team of individuals makes this home décor brand stand out. Their diverse perspective, ability to monitor trends and imbibing them into our signature products make them highly efficient and innovative. From creative visual merchandisers, knowledgeable sales advisors, merchandisers with an eye for product sourcing, and business planners – both in-store and online, this team works progressively towards achieving the ambitious growth plans, therefore, positioning the brand at the peak of success.