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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?

Location India

Scope
Chumbak – which is Hindi for ‘magnet’ – is an Indian start-up that designs and sells souvenirs, clothes and home decor. What sets the brand apart from others is its playful, India-themed graphics. The rickshaw motif, for example, can be found on mobile phone covers, fridge magnets, or boxer shorts. Meanwhile, the black and yellow Indian taxi, Mughal-era palaces and Indian street vendors are also popular amongst customers.

Chumbak’s founders – husband-and-wife duo Vivek Prabhakar and Shubhra Chadda – came up with Chumbak during their travels abroad. Since they’d always be on a budget, the only ...

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