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  • Gen Yers in India are taking themselves less seriously
    Harsha K R, Creative Commons (2014) ©
CASE STUDY

Chumbak: selling kitsch to Gen Y in India

Chumbak is an apparel and homeware brand that pokes fun at Indian life. From its humble beginnings as a home-based business, it's grown to more than 30 stores via digital marketing. But how has it engaged India’s Gen Y with fridge magnets featuring the everyday sights of their native country?