Online shop Chumbak has won many hearts but do we really know the real struggle?

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3. Start-up
 It was started in 2010, e-commerce site, by Vivek Prabhakar
and Shubhra Chadda with an idea to create fun and bright
Indian souvenirs with wacky designs. Every product of
Chumbak has something related to our Indianness
 Started first in Bengaluru, it has now spread its arms to
Mumbai, Pune and Delhi.
 The couple sold off their 3BHK and started with just Rs. 40
lacs funding and within 5 months they gained profit
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4.  First they started selling chumbak (magnets) and later increased its product
repertoire to stationeries, bags and wallets, jewellery, key chains, apparel
and home furnishings.
 According Vivek co-founder of Chumbak, Chumbak= Chumma+ Bak =
Kissing + Stones= Kissing Stones. So Chumbak means kissing stones or
magnet.
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5.  It has around 100 stores in Japan, supplies its product to UK, USA,
Australia and the Middle East, including the Virgin Megastore in Dubai
 Chumbak offers products under forty-eight categories with approximately
more than 400 products
 It has its own online website, tie ups with flipkart, amazon and offline kisoks
from 2013
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6. USP & TA
 Colorful
 Fun
 India
 Targets Urban Indian Youth (Age 18-35)
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7. Marketing & PR
 Chumbak initially started using facebook and got most
attention and consumers from there.
 Chumbak believes in content marketing and audience
engagement.
 Its main objective then was to create public awareness,
announce new product launches, build community users, it
regularly changes FB cover page matching according to their
newest product launch and crowd source idea for its new
product.
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8.  It uses Facebook Ads, sneak peeks, contests and interactive posts.
 25% of revenue comes from Facebook and spend about 15-20 lacs of
budget on Facebook every year.
 They also do advertising on Google using ad words, display and search
ads.
 Recently they have started using Twitter, Instagram, Blog and YouTube.
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9.  Targeting sponsored stories about products to friends of its
100K+ Page fans on Facebook
 Currently they are trying to come up with interactive
strategies such as Customized products, Mobile App,
Kiosks at airports with interactive banners
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10. Magnets
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12. Bobble Head Bobby
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14. Bobble Head YoYo Mani
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15. Key Chains
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16. PR Campaigns
 Chumbak is continuously socially interacting with its
customers and trying to do something wacky with current
trending topics.
Eg: Christmas, Star Wars, etc.
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19. Interactive PR
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20. Everybody Loves Everyone
 To bring something cool and weird yet known they made a
video for Valentine’s day in the year 2013 and started to
promote their stuffs with everybody loves everyone tagline.
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21. #BobbyMissing
 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,
#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.
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25. Collection One
 Chumbak’s ‘Collection One’ will now represent the firm’s
maiden Fall-Winter range which will comprise of close to 350
styles, calling out to the new-age, fashion- conscious global
consumer.
 The range include dresses, skirts, tops, scarves, T-shirts,
jackets, trousers, jeggings, as well as sweaters. The design
is in accordance to Chumbak’s motto of ‘Happy. Design.
Wake Up. Change’.
 They are also tying up with fashion discovery platforms like
Wooplr.
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27. Results
 Chumbak has already performed well enough to be a part of
a three-company case study by Google for its ‘The Web Is
What You Make Of It’ campaign. Though the company
doesn’t advertise, it uses social networking sites like
Facebook to reach out to existing and potential customers.
And it has the approval of more than half-a-million fans on
Facebook.
 It generates 5x return on our advertising spends and about
35 per cent of the website traffic comes from Facebook
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28.  It has roughly received revenues upto Rs.50 crores in 2013-
14 and has set a target of Rs 400 crores in next 3 years.
 It has received funding of $2 million from Seedfund in 2012
and from Matrix Partners in 2014 and planning to expand in
international markets.
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30. Bibliography
 Google
 Chumbak website
 Facebook
 Twitter
 Different websites
 Youtube
 Afaqs
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