Sticking with chumbak!
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It all started looking at the fridge!! 😊
Shubhra Chadda, the founder of Chumbak noticed that they had their fridge full of all the beautifully crafted magnets brought from their foreign travels, but there was nothing of that kind in India. Starting with the product line of attractive fridge magnets, it got its name – Chumbak.
Founded in 2009, Chumbak has an inspiring story of a entrepreneur who went to great lengths to believe and drive an idea. The founder, Shubhra has come a long way with their signature style, and a combination of young, bold colors, quirky loud characters and humour.
Starting with designing fun souvenirs & collectibles inspired by India, now they have grown into a designer lifestyle brand with products in categories of home décor, fashion, accessories and personal care. They are present not only on leading e-comm websites but they also own their exclusive brand stores across the country. Let’s understand the brand in detail.
Name: Chumbak (Ch-oom-buck) - it means a Magnet in Sanskrit. It comes from their initial idea of designing fun magnets inspired by India. (We had bought the one that says PURE VEG 😊)
Logo: 10 years ago, the logo of Chumbak reflected the quirky, young nature of the brand, which has recently transformed. The letters of the old logo were designed to reflect the Devanagari script with a small dot (Bindu) on top of the letter K.
Whereas the new logo uses a simple serif typography and makes clean space for the owl, repositioning it as a lifestyle brand.
It is designed to work across digital and physical channels. It represents a more global and culturally aware brand.
Brand essence: Everything created at Chumbak is true to their pillars of Wit, Warmth, Honesty, Spontaneity & Community. They strive to bring seamless extension of Chumbak’s joyful expression into user’s lifestyle.
Colours: Bright colours like fuschia, turmeric yellow and saffron pink, bring in a clear association with the brand
Vocabulary: In March they introduced their “Go with the Slow” spring collection.
The collection has thematically named its product line (example - Springtime bonding planter, Ocean breeze earrings, Floral ditsy swing dress)
Image source: LINK
In-store ambiance: Presenting their high portfolio of products in the store is a great challenge. Idea is to display the products in a set up without looking jarring. Store layout should be smooth and the products should appear in a particular flow.
The flooring was tailor-made for each store to create zones based on the merchandise. They were laid out in a simple effective fashion to display a good story, make it memorable and contemporary. It also aims to encourage browsing and leave the customers feeling happy about the brand.
Image Source: LINK
Interactivity on digital platforms: They have a robust close-knit community on their digital channels. Instagram and Facebook covers a lot of influencer and community generated content under specific hashtags to correlate with their collection on the website.
#TravelbyChumbak was heavily used in the pre-lockdown period to highlight the content related to products used on holidays like bags, accessories and shoes.
During lockdown, they shared user generated content under #StayHomeWithChumbak and #WorkingitwithChumbak. They curated a playlist called ‘Quarantunes’, creative activities like fluid art tutorials to beat boredom and drive engagement. They also introduced their mask collection in Chumbak style vibrant colours.
#Mykindaplace, #Mykindabalcony #DoupyourspacewithChumbak is used for the home décor content and products like planters, cushions, baskets and wall decor.
#Alittleloveisallweneed has selfcare essentials like facemask, lotion, soap bar and fragrances.
Other interesting hashtags -
- #LocalvocalwithChumbak to shine a spotlight on local manufacturing and Indian craftsmanship
- #AppreciationFriday – a weekly roundup of images gets featured on their feed
- A new engagement campaign introducing the #WithChumbak community where the users are asked to share their Chumbak moment and win vouchers worth 10K.
Image source: LINK
“We were opening a new store – a week, till February!” – Vivek said on his recent podcast LINK.
In the last ten years, Chumbak has successfully diversified its product portfolio, grown as a design-led lifestyle brand. It has scaled itself to appeal to audiences across the country growing into 75 standalone stores.
They are expanding in the international markets of USA, Australia and APAC targeting the locals there and keeping high-end products as their primary items. With the objective to opening more stores in this country and outside, the brand is on a roll.
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Sources:
https://www.chumbak.com/new-identity/
https://www.chumbak.com/about/
https://www.exchange4media.com/marketing-news/chumbak-has-a-new-brand-identity-106037.html
https://www.businessinsider.in/advertising/brands/news/chumbak-has-changed-its-logo-and-we-miss-its-earlier-style-and-colour/articleshow/76895748.cms
https://www.livemint.com/mint-lounge/business-of-life/learning-the-art-of-window-dressing-11581953993334.html
https://www.indianretailer.com/article/design-and-vm/store-design/Decoding-the-elements-of-Chumbak-Store.a5084/
https://www.instagram.com/chumbak/
https://www.facebook.com/Chumbak/
https://economictimes.indiatimes.com/small-biz/startups/newsbuzz/chumbak-raises-rs70-cr-from-gaja-capital-others/articleshow/69193971.cms?from=mdr
https://anchor.fm/lbbopenhouse/episodes/Vivek-Prabhakar---CEO--Chumbak-ef9f2qhttps://retaildesignblog.net/2015/07/27/chumbak-store-by-4d-bangalore-india/
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