Cashing In on India’s Love for Quirk

Happy, Colourful and Quirky is what comes to the mind thinking about Chumbak. Shubhra Chadda, the founder of Chumbak is a successful woman entrepreneur. The company deals in a variety of unique and contemporary refrigerator magnets, key chains and souvenirs. They also deal with other quirky and trendy collections of handbags, footwear, wallets, and other novelty products. Shubhra is a perfect example of versatility, flexibility, creativity, and innovation. She definitely knows how to capture the common audience, in the most uncommon manner.

Shubhra Chadda had long been toying with the idea of turning into an entrepreneur. She even knew what kind of company she wanted to build, but she was "never really brave enough to resign from a well-paying corporate job." It wasn't until 2008, after her baby was born, that she decided it was "now or never" to leave her job at a data storage and management business. Shubhra and her husband, Vivek Prabhakar, were so excited about starting a lifestyle company in 2009 that they didn't hesitate to sell their home for Rs 40 lakhs to generate funds. ‘It was a gamble, but one that has paid off well’, Shubhra says.

Her concept was simple: she wanted to help customers who didn't have a nice gifting option. She explains, "I wanted to make a line of entertaining souvenirs for India and Indians." Chadda spent a year fleshing out the concept, design, suppliers, pricing and retail strategy, and founded Chumbak in Bengaluru in March 2010. Magnets, keychains and cushion covers were some products launched in their first product range. The company broke even within the first six months. Prabhakar left his job in 2011 to join Chumbak full-time as CEO, overseeing marketing and sales, while Chadda overlooked design and product development.

Over time, the brand has evolved into a lifestyle brand with over 100 product categories. Chumbak's signature wacky, colourful, and India-inspired designs are today available for purchase on their website and other online platforms, as well as at 17 exclusive stores throughout India. Chumbak has now evolved from a brand selling fridge magnets, mugs and coasters to include products in apparels, home decor, accessories and collectibles.

Their hard work, humour and quirkiness speak through their products. The beautiful designs of fridge magnets in different shapes and illustrations have become favourites for youngsters. Moreover, some of the products at Chumbak truly reflect the culture and essence of India. Chumbak launches products around a theme, like the tropical theme that is adorned with our signature leaf prints, pineapples, flamingo, toucans, florals and other elements that bring in freshness. Rather than merely introducing new product ranges, Chumbak brings in products going around a theme which enhances the customer experience. Magnets with cute messages like; ‘Chai for life’, family that eats together’, ‘The Great Indian Wedding’, ‘Dilwalon ki Dilli’, ‘Aaamchi Mumbai Best’ etc.

“The dream is to be a lifestyle brand born in India that is recognised and respected internationally” Shubhra says.