Pepperfry doesn’t allow gift wrapping of its products nor does it allow removing price tags in case you want to send something as a gift. Knowing the kind of business that it’s in, I’m sure they know that a large number of their product(categories) lend themselves to gifting. And yes, I do realize that you can’t gift wrap furniture and such large stuff, but home decor stuff like photo frames, curios etc. must have this option.
When I called up their customer service, the agent had the usual call centre spiel like we don’t do it as a policy. While I can’t do anything if they don’t do it now, but there did not seem to be any place on their website, Facebook page where one can give this as a feedback for them to consider it in future. The call centre agent even gave this stupid reason that "we’re a market place and therefore cannot do it". Looks like he was completely clueless that most, if not all, marketplaces like Amazon or Flipkart have gift wrapping as an option.
This is a classic case when a company doesn’t realize that for the nature of its business(products), it has to have certain value add service, in this case - gift wrapping. Well, good luck to them.