Chumbak Case Study

Origin Of Chumbak

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 India.

Subhra Chadha

Subhra is the Co-founder and Head of Product and Design in Chumbak. She completed her Bachelor’s degree in Commerce from Mount Carmel College, Bangalore, and Masters in Public Relation and Advertising from Bhartiya Vidya Bhavan in 2002. After that, she worked for many Multi-national companies KPMG, Nirvana Films, NetApp and Nortel Networks. Her last job was with Nortel Networks as Marketing Communication Manager.

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.

Chumbak Fundings

The unique designs of Chumbak have attracted favors from private equity investors and funds from venture capitalists. Till now the company has 5 rounds of fundings.

Feb 17, 2013 Seed Round 2 Million Gaja Capital

May 20, 2014 Series A Unknown Black Soil

Nov 1, 2016 Debt Financing 30 Million Rupees Narayan Ramchandra

May 1, 2017 Series B 850 Million Rupees

Nov 28 2016 Series C 850 Million Rupees

Chumbak Business Model

Chumbak does its business through the hybrid model, online through its website as well as offline by having more than 20 kiosks in the best malls all over India. Vivek says that 50 percent of Chumbak’s orders come through Facebook, organic searches on Google and in-store visibility. Spotting trends and developing new products along those lines is a continuous process for Chumbak. The marketing strategy of Chumbak believes in removing old products, for which demand dips as a new product is introduced. The entire planning, designing, and production processes are in-house.

Chumbak Marketing Strategies

Chumbak is a rare breed of startup that launched with mere online presence via digital marketing platforms such as social media, search engines etc. Chumbak has been active in digital media and pro-social media since inception and this is evident from the manner in which it engages with its fans, followers, and consumers across social networks.

Facebook is the lead medium to reach customers. Chumbak was also an early adopter of search engine marketing (SEM) and search engine optimisation (SEO) and is a Google AdWords case study too. The brand has an active blog, and active on Instagram and Twitter and has a YouTube channel. Chumbak follows a ‘digital only’ marketing budget with the bulk of it spent on Facebook and the rest of Google AdWords, display and search ads apart from photos and videos for Instagram.

Campaign: #bobbymissing

Chumbak has always involved its audiences using a brand connect campaign. In their latest campaign too, that exactly what they did.

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,along #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.

PART 2

Get users engaged with the brand

Drive new connections to the Page

Increase traffic to its product catalogue

Drive users to the “Brand New!” tab for a sneak peek at the latest range of products

Promote special offers and discounts

Chumbak utilizes its Facebook Page, which is at the center of all of its marketing efforts.

PART 2

Get users engaged wi...