Chumbak

03/05/2023Charmi Chheda

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3 Start-up It was started in 2010, e-commerce site, by Vivek

Prabhakar and Shubhra Chadda with an idea to create fun and bright Indian souvenirs with wacky designs. Every product of Chumbak has something related to our Indianness

Started first in Bengaluru, it has now spread its arms to Mumbai, Pune and Delhi.

The couple sold off their 3BHK and started with just Rs. 40 lacs funding and within 5 months they gained profit


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First they started selling chumbak (magnets) and later increased its product repertoire to stationeries, bags and wallets, jewellery, key chains, apparel and home furnishings.

According Vivek co-founder of Chumbak, Chumbak= Chumma+ Bak = Kissing + Stones= Kissing Stones. So Chumbak means kissing stones or magnet.


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It has around 100 stores in Japan, supplies its product to UK, USA, Australia and the Middle East, including the Virgin Megastore in Dubai

Chumbak offers products under forty-eight categories with approximately more than 400 products

It has its own online website, tie ups with flipkart, amazon and offline kisoks from 2013


6 USP & TA

Colorful Fun India

Targets Urban Indian Youth (Age 18-35)


7 Marketing & PR Chumbak initially started using facebook and got

most attention and consumers from there. Chumbak believes in content marketing and

audience engagement. Its main objective then was to create public

awareness, announce new product launches, build community users, it regularly changes FB cover page matching according to their newest product launch and crowd source idea for its new product.


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It uses Facebook Ads, sneak peeks, contests and interactive posts. 25% of revenue comes from Facebook and spend about 15-20 lacs

of budget on Facebook every year. They also do advertising on Google using ad words, display and

search ads. Recently they have started using Twitter, Instagram, Blog and

YouTube.


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Targeting sponsored stories about products to friends of its 100K+ Page fans on Facebook

Currently they are trying to come up with interactive strategies such as Customized products, Mobile App, Kiosks at airports with interactive banners


10 Magnets


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12 Bobble Head Bobby


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14 Bobble Head YoYo Mani


15 Key Chains


16 PR Campaigns

Chumbak is continuously socially interacting with its customers and trying to do something wacky with current trending topics.

Eg: Christmas, Star Wars, etc.


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19Interactive PR


20 Everybody Loves Everyone

To bring something cool and weird yet known they made a video for Valentine’s day in the year 2013 and started to promote their stuffs with everybody loves everyone tagline.


21 #BobbyMissing To promote the opening of its Delhi store and to

create a buzz and engage with its customers, Chumbak used a character from its popular Bobble Heads, Bobby, #bobbymissingcampaign. Here the brand pages were constantly updated with candid images announcing the spotting of the missing Bobble Head Bobby in various trending events and cities which won them good traction. The campaign ended with Bobby finally deciding to make Delhi its home and thus introducing their Delhi store.


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25 Collection One

Chumbak’s ‘Collection One’ will now represent the firm’s maiden Fall-Winter range which will comprise of close to 350 styles, calling out to the new-age, fashion- conscious global consumer.

The range include dresses, skirts, tops, scarves, T-shirts, jackets, trousers, jeggings, as well as sweaters. The design is in accordance to Chumbak’s motto of ‘Happy. Design. Wake Up. Change’.

They are also tying up with fashion discovery platforms like Wooplr.


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27 Results Chumbak has already performed well enough to be a

part of a three-company case study by Google for its ‘The Web Is What You Make Of It’ campaign. Though the company doesn’t advertise, it uses social networking sites like Facebook to reach out to existing and potential customers. And it has the approval of more than half-a-million fans on Facebook.

It generates 5x return on our advertising spends and about 35 per cent of the website traffic comes from Facebook


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It has roughly received revenues upto Rs.50 crores in 2013-14 and has set a target of Rs 400 crores in next 3 years.

It has received funding of $2 million from Seedfund in 2012 and from Matrix Partners in 2014 and planning to expand in international markets.


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30 Bibliography

Google Chumbak website Facebook Twitter Different websites Youtube Afaqs

Lifestyle

Chumbak