International professional services firm PricewaterhouseCoopers has appointed Pars Purewal as the new head of its alternative investments practice. Based in PwC's London office, he will be responsible for coordinating services for hedge funds, private equity firms and real estate companies. Mr Purewal has been with the accounting firm since 1995 and is currently investment management and real estate leader. He will retain that position while taking on the additional role of head of alternatives. PwC's alternatives business practice earns about £100 million ($208 million) a year. Earlier this year Bruce Weatherill, head of the firm's private banking practice, announced that he would be seeking a fresh challenge in the new year.