New Delhi, India,  11 May 2026:  PURE Home + Living announces the appointment of Sukhleen Aneja as Chief Executive Officer (CEO) Sukhleen Aneja brings 23 years of experience across some of India’s most recognised consumer and beauty businesses. She began her career at Hindustan Lever with Lakmé, followed by brand leadership stints at Reckitt Benckiser and L’Oréal, where she developed strong expertise in brand management, retail, and consumer marketing across both mass and premium segments.

Most recently, Aneja served as Senior Vice President at Nykaa, where she led the growth and scaling of Kay Beauty. A significant milestone of her tenure was the brand’s remarkable launch in the United Kingdom in August 2025, marking Kay Beauty’s Global debut with a Premium International retailer.

As CEO of PURE Home + Living, she will lead the brand’s overall strategy, spanning retail expansion, omnichannel acceleration, product vision, and consumer experience with the ambition of establishing PURE as the definitive design-forward home and lifestyle brand for modern India.

Speaking on her new role, Sukhleen Aneja, CEO, PURE Home + Living commented “The home and décor category in India is at a very exciting inflection point today. Consumers are increasingly viewing their homes as an extension of their personality, lifestyle, and aspirations driving demand for elevated and thoughtfully designed living spaces. PURE Home + Living has built a strong foundation and brand legacy, and I’m thrilled to join at a time when the category itself is witnessing such powerful momentum. My focus will be on building a sharper, more differentiated brand,  one that combines design, accessibility, quality, and emotional connection at scale across every touchpoint.”

Commenting on the appointment, Timmy Sarna, Founder and CEO, PURE Home + Living, said: “Sukhleen brings an exceptional understanding of consumer brands, category creation, and modern retail. Her experience in scaling aspirational brands and building strong consumer connections makes her a valuable addition to PURE Home + Living at a pivotal stage of our growth journey. As consumers increasingly invest in their homes and lifestyle experiences, we believe Sukhleen’s leadership will help us further strengthen PURE’s position as a distinctive and design-forward brand in India.”

The timing could not be more compelling. India’s home décor and furnishings market is witnessing a structural shift fuelled by rising disposable incomes, rapid urbanisation, a growing appetite for premium living, and a generation of consumers who believe that how you live is as important as how you look. The Indian home is no longer just a space. It is a statement.

PURE Home + Living  with its commitment to contemporary design, elevated in-store experiences, and a growing omnichannel presence  stands at the heart of this transformation.

About PURE Home + Living

PURE Home + Living is one of India’s leading premium home décor and lifestyle brands, offering a curated range of contemporary home accessories, furnishings, dining, kitchenware, décor accents, fragrances, and gifting solutions designed for modern Indian homes. Established as part of DLF Brands, the brand has built a strong presence across major cities through its retail stores and growing omnichannel footprint.

Driven by its philosophy of “Inspired Living,” PURE Home + Living combines global design sensibilities with accessible luxury to create elevated living experiences for consumers. The brand is known for its thoughtfully curated collections across home styling, entertaining, seasonal décor, and lifestyle-led categories, catering to consumers seeking contemporary, design-forward spaces.

With a continued focus on innovation, design, and customer experience, PURE Home + Living is steadily expanding its presence in India’s growing home and lifestyle market through both physical retail and digital commerce platforms.