The Puruhá culture was concentrated in the province of Tungurahua and Chimborazo, at the junction of Sunancajas and Igualata. Liribamba was the principal center of this culture: it was an obligatory means of reaching the coast, and part of the circuit of the royal Inca road.

The Puruhá had a reputation for being warriors. They were in contact with Amazonian cultures, with which they traded coca leaves and salt in exchange for obsidian. Communications, transport and cargo were carried out using llamas.

The Puruhá culture stood out for its pottery and metallurgy. They used different techniques for making their pieces, such as negative painting, the natural monochrome red of clay ornamentation engraved on metal, embossed decoration, stone carving, and polishing. Puruhá iconography consisted of birds, primates and opossums. Anthropomorphic figures with four legs, round bodies and anthropomorphic heads were also common.