PART ONE: Brand analysis

1. Introduction

Chumbak is an India based designing company based in Bangalore. The company was founded
by Subhra Chadda and Vivek Prabhakar and sells designers t-shirts, tins, coffee mugs shot. The
company was founded in 2010 and has a strong presence in both online and offline mode. The
originators fulfilled that rich and created items with a touch of Indianness could just catch on with the
young of India. In 2010, Chumbak started off as a desi magnet brand targeting visitors to take a quirky
contemporary funny piece of India to take back home.

In their own words Chumbak writes for itself as ;

being an India-inspired, design led, lifestyle brand. People love their sass: the original take on colors,
prints and patterns, which come together to create never-seen-before products. they make for
anyone who loves a little quirk combined with good quality. they never make anything they wouldn’t
want themselves. Seriously. For them, wit is it. You’ll find all about excellent puns, sharp humor, and
that well-earned giggle.

Over the years it has grown into a full scale lifestyle brand with a strong emphasis on design. It has
over 75 categories and has a pan India footprint involving full experience stores and pop-up stores in
popular malls. Chumbak web store has also been growing. Chumbak is embodied by youthfulness,
vigour, colour, innovation and community.

Website URL:https://www.chumbak.com/
Idea of Chumbak

The Chadda’s loved to travel and each time they traveled, they would shop for souvenirs, especially
fridge magnets. As they were usually on a small budget, they found that fridge magnet made appealing
and affordable gifts to friends and family back home. While varieties of such products were available
abroad, in India, We have very limited choices. Shubhra asked Vivek, and the duo started searching
for India-made fridge magnets but they could not find fun fridge magnets in India.

Vivek and Shubhra soon realized that affordable, well-designed and crafted products that could be
used as accessories and gift items were in demand. And thus came the idea of Chumbak.

Product Offerings/USP: Chumbak’s product offerings have been increasing for last few years. Starting
off with souvenirs it now offers apparel, accessories-watches, bags, eyewear, jewellery, home décor
options and gifting options. Chumbak has grown more than 300% in the last five years. This brand
mainly focusses on pure Indian design and motifs as a direct contrast to the design of American and
European firms in the lifestyle place. Chumbak combines unique design with affordability. Their USP
of innovative, Indian styled ethnic lifestyle products at affordable prices has caught on with
consumers.

Tone, Persona, & Communication plan: Chumbak engages with customers mainly through
interactions at physical stores and digital interactions. It exudes a strong feel of community and
informal settings. It gives off welcoming tone coupled with a deep respect for Indian design. It is
marked by authenticity and the constant drive to hold age old traditions in a new light. They also put
great focus on customer interactions. Chumbak’s communication style can be described by modesty
and a strong sense of confidence in their products. This brand is marked by freshness and
experimenting. The effect of Chumbak’s communication strategy is consumers’ trust I the brand as
the leading voice in the lifestyle industry.

2. Target market

Chumbak focusses on the 12-30 age group in urban areas-metropolises. In the income spectrum,
Chumbak customers start from the upper middle class and higher. They are also generally brand
conscious people with high awareness about global brands. These are the customers who have
become tired from the same design profile being offered by other players and are trying to connect
with their roots in a rapidly globalising world. Chumbak consumers are active on social media with
short attention spans. Girls and women prefer Chumbak overwhelmingly more than men.
BRAND PHILOSPHY :

Well when it comes to chumbaks brand philosophy, their products scream it from within

That’s what they believe in , this banglore based company only wants to spread love and happiness
but in the most desi and quirky style !