How often do you open your fridge and find yourself on a trip down memory lane? Those souvenir magnets—little time capsules from adventures in Thailand, the USA, France, or Egypt—each with a story to tell, a moment to relive. But take a closer look—how many of those magnets celebrate India, the world’s cultural treasure chest?
For one couple, this wasn’t just something missing; it was a chance to create something unique. They imagined India’s vibrant colors, iconic symbols, and rich heritage brought to life in fun, modern designs—souvenirs that could stand proudly next to any in the world. With no big ad campaigns, just creativity and the magic of social media, they built a brand that celebrated India and gave it a quirky, fresh twist.
Are you curious about the story behind this magnetic pull? Read on
Inspiration Like a Magnet
In 2009, Shubhra Chadda and Vivek Prabhakar were leading relatively stable lives. Shubhra, a marketing professional with a keen eye for design, and Vivek, an employee at an MNC, always nurtured a love for creativity and innovation.
Their journey as founders began with a shared passion for travel and discovery. Wandering vibrant markets abroad, they marveled at souvenirs that captured each place’s essence—magnets from Paris and trinkets from Bangkok.
Returning to India, they realized they could not find any modern, quirky products celebrating Indian culture with a fresh twist.
This question sparked the idea of Chumbak. Aptly named after the Hindi word for “magnet,” the brand aimed to pull people toward a new narrative of Indian design—colorful, contemporary, and brimming with character.
Thinking Big
Turning this vision into reality required bold decisions. Shubhra and Vivek sold Shubhra’s ancestral home to raise ₹45 lakh—a leap of faith that reflected their belief in Chumbak.
They started small, working out of their Bengaluru apartment and focusing on fridge magnets depicting everything from Bollywood icons to auto-rickshaws. These playful designs resonated with urban Indians and curious tourists alike.
The Hustle and the Kiosk
Their early days were marked by hustle and learning. Without manufacturing experience, they faced challenges of sourcing vendors, managing inventory, and maintaining quality.
A kiosk in Bengaluru’s Forum Mall became their first retail experiment, offering direct customer feedback that shaped their offerings.
Through Social Media
Social media, then an emerging tool, became their marketing lifeline. Bright, engaging posts created a buzz and turned word-of-mouth into a powerful growth engine.
Chumbak established a strong presence across platforms like Facebook, Twitter, and YouTube. Due to limited marketing budgets, it relied solely on social media to build brand recall.
Their approach was tactical, leveraging each platform’s strengths to engage customers and convey consistent messaging
Content that Made an Instant Connect
Chumbak was among the first Indian brands to feature in a global Facebook case study, underscoring its innovative platform use.
The brand prioritized accessibility and honesty in its communications, using forums to discuss market issues and platforms like LinkedIn and Twitter to maintain a direct dialogue with customers.
By publishing valuable and entertaining content tailored to its audience, Chumbak created a loyal following. They believed their followers sought content they enjoyed, not just promotional material, a principle reflected in every post.
Where Tradition Meets Modernity
At the heart of Chumbak’s success lies its design philosophy, which blends traditional Indian elements with contemporary design sensibilities.
The brand’s creative team, under Shubhra’s leadership, meticulously designs products that captivate the modern Indian consumer while remaining deeply connected to cultural heritage.
Every product tells a story, from whimsical elephant motifs to vibrant geometric patterns.
Trends with a Quirky Twist
This design approach set Chumbak apart from competitors and established it as a pioneer in India’s modern lifestyle space.
Collaborations with artists and designers further enriched their product offerings, making Chumbak a trendsetter in the market.
From Gifting to Lifestyle
Financial strain, production delays, and scaling challenges tested their resilience. But each obstacle brought clarity. To grow, they had to evolve from a niche gifting brand to a full-fledged lifestyle company.
In 2013, a $2 million investment from Seed fund became a turning point. This funding allowed Chumbak to expand its product range to include apparel, home decor, and accessories.
With skilled designers, better manufacturing processes, and more extensive marketing campaigns, Chumbak transitioned into a brand that defined urban Indian lifestyles
From Bengaluru to the World
By 2015, the company had launched its first experience store in Bengaluru, showcasing its complete range of products.
This was followed by a rapid expansion across India, with exclusive brand outlets in cities like Mumbai, Delhi, Chennai, and Kolkata.
The brand’s online presence also grew significantly, contributing to a substantial portion of its revenue. Platforms like Amazon, Flipkart, and its website became major channels for reaching customers nationwide.
During this time, Chumbak also ventured into international markets, gaining traction among Indian expatriates and global consumers who appreciated its unique design ethos.
Above the Competition
India’s lifestyle and retail sectors are highly competitive, with domestic and international players vying for consumer attention.
Chumbak’s ability to adapt to market dynamics has been a key factor in its continued success.
For instance, during the COVID-19 pandemic, when retail sales were severely impacted, Chumbak pivoted to strengthening its e-commerce operations and introduced home-office essentials to cater to its customers’ changing needs.
Goals, Great Appeal
The company’s commitment to sustainability is another aspect that resonates with today’s conscious consumers.
By adopting eco-friendly production and packaging practices, Chumbak reduced its environmental footprint and aligned itself with global trends in responsible consumerism.
With G.O.A.T Brand Labs
By 2023, Chumbak had grown into a household name with over 30 stores across India, clocking a revenue of ₹71.13 crore.
It had also raised nearly ₹250 crore across 14 funding rounds, including a ₹2.9 crore investment in September 2022.
The same year, G.O.A.T Brand Labs acquired Chumbak, setting ambitious plans to scale the company to ₹500 crore by 2025.
The Future of Indian Design
Today, Chumbak’s product range includes home decor, fashion, accessories, and personal care products, catering to a diverse audience.
The brand’s future is equally vibrant: it will deepen its presence in Tier 2 and Tier 3 cities, expand internationally to Southeast Asia and North America, and leverage technology for innovations like augmented reality try-ons and 3D product visualization.
I’m Archana R. Chettiar, an experienced content creator with
an affinity for writing on personal finance and other financial content. I
love to write on equity investing, retirement, managing money, and more.
