New Delhi: PURE Home + Living has announced the appointment of Sukhleen Aneja as its new Chief Executive Officer (CEO).
With more than 23 years of experience across India’s leading consumer and beauty brands, Sukhleen Aneja will now lead the next phase of growth and expansion for PURE Home + Living.
Sukhleen Aneja began her career at Hindustan Lever with Lakmé before taking on leadership roles at Reckitt Benckiser and L’Oréal.
Over the years, Sukhleen Aneja developed expertise in brand management, retail strategy, and consumer marketing across both premium and mass-market segments.
Most recently, Sukhleen Aneja served as Senior Vice President at Nykaa, where she played a key role in scaling Kay Beauty.
One of the defining milestones during her tenure was the successful launch of Kay Beauty in the United Kingdom in August 2025, marking the brand’s global debut with a premium international retailer.
At PURE Home + Living, Sukhleen Aneja will oversee the company’s overall strategic direction, including retail expansion, omnichannel growth, product vision, and consumer experience.
The company aims to strengthen its position as a leading design-forward home and lifestyle brand catering to modern Indian consumers.
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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.”
Sukhleen Aneja, Timmy Sarna, Founder and CEO of 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 appointment of Sukhleen Aneja comes at a time when India’s home décor and furnishings market is undergoing significant transformation.
Rising disposable incomes, urbanisation, increasing demand for premium living, and evolving consumer aspirations are driving growth across the home and lifestyle segment.
PURE Home + Living, known for its contemporary designs, premium in-store experiences, and expanding omnichannel presence, is positioning itself at the centre of this evolving consumer landscape under the leadership of Sukhleen Aneja.
