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About Us


The 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 the India’s leading retailers having store presence pan India.

At DLF Brands, we know what the customer wants: value for money. That’s why we have conceptualized as a contemporary ecommerce website to help consumers shop online and transform their homes into a luxurious abode. Our motive as a brand is to Ignite & Inspire – every home and to transform every space with aesthetics that compliment contemporary homes. 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 — 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.