New Delhi: PURE Home + Living has announced the appointment of Sukhleen Aneja as Chief Executive Officer. A seasoned leader with 23 years of experience across some of India’s most recognised consumer and beauty businesses, Aneja brings a strong track record of brand building, category creation, and scaling aspirational consumer brands to her new role.
Aneja began her career at Hindustan Lever with Lakmé, followed by brand leadership stints at Reckitt Benckiser and L’Oréal, where she developed deep expertise in brand management, retail, and consumer marketing across both mass and premium segments. Most recently, she served as Senior Vice President at Nykaa, where she led the growth and scaling of Kay Beauty — including the brand’s landmark 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, Aneja 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.
Sukhleen Aneja, CEO, PURE Home + Living, said, “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.”
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 of the appointment 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 — and with Aneja at the helm, the brand is well positioned to lead it.
