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<ul><li><keyword id="847170" type="COMPANY" weightage="20" keywordseo="Chumbak">Chumbak</keyword> changes its <keyword id="413002" type="PERSON" weightage="20" keywordseo="Brand-identity">brand identity</keyword>. </li><li>Its <keyword id="240527" type="PERSON" weightage="20" keywordseo="new-logo">new logo</keyword> is designed to work effortlessly across the brand’s digital and physical channels. </li></ul>Chumbak, a design-led lifestyle brand, unveiled its new logo today. Here is what the new logo looks like: <div type="image" title="Chumbak logo" msid="76896185" hostid="261"></div> As per the company statement, the new logo is designed to work effortlessly across the brand’s digital and physical channels. It uses a simple serif typography that mirrors the brand pillars of wit, warmth and authenticity. It also brings to the forefront, the beloved Chumbak owl that is known and recognised by its growing community of consumers and community. The design was developed with the in-house brand team and Delhi-based design consultancy, Bull Design. The logo will be rolled out across brand touchpoints in the months to come. The new logo aims to reaffirm Chumbak’s positioning as a lifestyle brand. Speaking of which <keyword id="2247761" type="PERSON" weightage="20" keywordseo="Vivek-Prabhakar">Vivek Prabhakar</keyword>, co-founder of Chumbak, said, “When we launched Chumbak ten years ago, the logo was designed to reflect the quirky, young brand positioning. At the time, the logo enabled us to stand out in a serious retail landscape. It worked perfectly with the initial product range that was India inspired. Over the years, we’ve not only expanded our product range but also presented an evolved, globally relevant design language. The new logo represents &amp; establishes that shift.” Vasant Nangia, CEO of Chumbak, added, “In the last ten years, Chumbak has successfully diversified its product portfolio and scaled to appeal to audiences across the country. The new brand identity reflects our mission to be an evolved and globally relevant, design-led lifestyle brand.” Chumbak was founded in 2010 by <keyword id="9552624" type="PERSON" weightage="20" keywordseo="shubhra-chadha">Shubhra Chadha</keyword> and Vivek Prabhakar with the idea of designing fun souvenirs &amp; collectibles inspired by India. Since then, Chumbak has grown into a design-led lifestyle brand, creating joyful products in categories across home décor, fashion, accessories and personal care.

Chumbak has changed its logo and we miss its earlier style and colour

Last year, as many as 55 million consumers shopped online, while this year, the number is expected to rise to 80 million, says a study from Assocham and PricewaterhouseCoopers (PwC). This data is surely troubling for brick and mortar retailers, since more and more people are now choosing to shop online. 
 However, there is one lifestyle brand which has decided to increasingly focus on offline stores even in this age of online shopping. <keyword id="847170" type="PERSON" weightage="100" keywordseo="Chumbak">Chumbak</keyword>, which has more than 70% of its customers shopping from its stores than its website, surely knows how to attract customers to its offline shops, thanks to the strategy thought by its founders unqu. What's more, even those who go online prefer to shop on Chumbak.com (75%) than on ecommerce websites (25%). This has been possible because of the unique experience the founders, <keyword id="2247761" type="PERSON" weightage="100" keywordseo="Vivek-Prabhakar">Vivek Prabhakar</keyword> and <keyword id="847172" type="UNKNOWN" weightage="100" keywordseo="Shubhra-Chadda">Shubhra Chadda</keyword>, provide to their customers. 
 
 
"Consumers walking in stores should have a great experience. We spent six months to understand what music should play in the stores, two months to decide on what it should smell like, another month to test out different lighting. We spent a lot of time to make our stores more conversational than transactional. We wanted to finalise all that before announcing that we have arrived with a bunch of new things," Prabhakar told <a href="http://economictimes.indiatimes.com/small-biz/startups/in-the-age-of-clicks-chumbak-leads-with-footfalls/articleshow/54026201.cms">ET</a>. 
 
It was in September 2014 that Chumbak launched its first flagship store in Bengaluru, announcing its well-planned expansion into home furnishings and decor. Now, this category makes 70% of the brand's revenue, and is sold out of 16 flagship stores across India. By the end of this year, the team plans to open 10-12 more stores. 
 
"We are one of the true omni-channels because we are not defined by revenue derived from marketplaces, but through our own channels," claims Prabhakar. When asked about <keyword id="3628125" type="UNKNOWN" weightage="100" keywordseo="online-vs-offline">online vs offline</keyword> business, he said, "It is a myth that online is cheaper. There is a limit to how many organic consumers will come online and money will have to be spent on consumer acquisition in addition to the warehousing cost. The unit economics for both are the same and that is the critical part. We concentrated on the online stores to be EBITDA positive rather than concentrating on growing GMV and other such metrics. Chumbak should make money wherever it goes and all our stores are profitable." 
 
<a href="http://motivateme.in/wp-content/uploads/2016/01/Vivek-Prabhakar-and-Shubhra-Chadda-Startup-lessons-from-Chumbak-Founders.jpg">Image source</a>

In the times of online shopping, here's why Chumbak is focusing on brick and mortar stores

<ul><li>Established in 2010, <keyword id="847170" type="COMPANY" weightage="20" keywordseo="Chumbak">Chumbak</keyword> started its journey as an India-inspired souvenir and accessories brand.</li><li>Over the last decade, the brand has transformed into a leading multi-category retailer with a dominating online presence along and 70+ exclusive brand stores. It features homes and lifestyle categories such as home décor items, accessories and apparels.</li><li>We talk to <keyword id="2146982" type="PERSON" weightage="20" keywordseo="Vasant-Nangia">Vasant Nangia</keyword>, CEO, Chumbak about the brand's journey so far and goals for FY22.</li></ul>Chumbak was born when Co-founders Vivek Prabhakar and Shubhra Chadda casually looked at their fridge full of magnets from different countries. They were quick to identify that India needed a brand that gave a glimpse of the whole country in the shape of small souvenirs and travel products -- reflecting on its rich heritage and tastes. By integrating desi art into a forgein concept of souvenirs, Chumbak’s main purpose was to instil national pride and celebrate India’s diverse culture and vibrant colours. Officially launched in 2010, the brand has grown exponentially since its inception. It is a family to 150+ employees and has 70 retail stores. It sells home décor items, accessories and apparels. Chumbak on-boarded <keyword id="823990" type="PERSON" weightage="20" keywordseo="Sara-Ali-Khan">Sara Ali Khan</keyword> as its first brand ambassador earlier this year to convey how it is now becoming a home and lifestyle brand and dominating offline and online presence. After launching a digital <a href="https://www.businessinsider.in/advertising/brands/news/chumbak-launches-their-first-celebrity-brand-campaign-with-sara-ali-khan/articleshow/80586366.cms">campaign </a>with a Bollywood star, the brand is now aiming to increase its turnover by 100%. “We plan to double our turnover by the end of this year, our overall marketing spends are definitely increasing significantly. We are also reaching out to our loyal customer base and building up our digital presence including social media, and we plan to resume our in-store marketing once footfalls are back to pre-pandemic levels. We believe there is a strong overlap between the celebrity’s followership and our potential audience,” said Vasant Nangia CEO, Chumbak. For a brand that has grown purely on word-of-mouth, Chumbak will continue to reach out to its loyal customers base. Nangia said, “For 2021, we’re optimistic about pre-pandemic offline footfalls and hence building our offline business while continuing scaling online on our own as well as third-party platforms. We aim to invest in customer-centricity to allow for optimal journey mappings, repeat and loyalty interventions.” Since the COVID-19-induced lockdown last year, a majority of employees have been working from home. The furniture category moved from being a want to becoming a need. As a result, Chumbak also witnessed an increase in demand for its furniture and home decor. On which category brings in the lion’s share and COVID’s impact on the brand, Nangia said, “Our business is a clean 50:50 between our home and lifestyle ranges. However, given COVID-19 and its impact on our audience, we’ve seen a strong uptick in our home categories. As people spend more and more time in their house, they are developing new hobbies, be it gardening or cooking. Our pots and planters, silverware and crockery range is their preferred choice of purchase.” In 2019, Chumbak opened its 50th store and after COVID-19, it has been focusing on building an omnichannel presence. It is now planning to scale its online reach and partner with more third-party platforms. Nangia said, “In 2019, we opened a store a week landing at a total of 50 new stores so our offline growth trajectory was looking very strong. With the lockdown and store closures, we devoted more time and attention to scaling our online and back-end tech capabilities. We launched omnichannel in October last year which has allowed us to better manage our inventories and last-mile deliveries.” “We have witnessed rapid growth in e-com-enabled digital sales. In terms of revenue from each, it is close to 50:50 between the two channels. As walk-ins in offline continue to inch towards pre-pandemic levels, we’re hoping for a robust growth in next FY metrics,” added Nangia. During the lockdown, Chumbak also launched a new brand identity to stay in tandem with the global design language and trends. Telling us the idea behind this shift, Nangia said, “This change was a part of the shift in the positioning of the brand. We want to be represented as a globally inspired home and lifestyle brand which represents the growth not just the brand but also our customers have had in the last decade. We have received an overwhelming response from our ardent brand lovers and community.” This fiscal, Chumbak will increase its marketing spends, continue to focus on digital marketing and increase its in-store marketing.

Chumbak plans to double its turnover by the end of FY22 by doubling down on marketing

Even before you appear for an interview at Bengaluru-based startup BigBasket, you get an email describing their four core values and as many cultural components. This, to make sure that you decide whether you fit into their culture, and of course, to avoid early attrition. 
 
Also read: <a href="http://www.businessinsider.in/Handling-employee-attrition-by-strategic-policy-changes/articleshow/53334829.cms">It’s not difficult to deal with employee attrition if you handle your employees well</a> 
 
"When we send this document to potential hires, it gives them a good sense of whether they would fit in or not even before the meetings," their Human Resources head Hari TN told ET. 
 
Also read: <a href="http://www.businessinsider.in/Heres-why-Indians-are-ditchingvendors-and-buying-vegetables-online-even-if-its-costly/articleshow/54880078.cms">Here’s why Indians are ditching vendors and buying vegetables online even if it’s costly</a> 
 The recent past has seen some top-level exits and generally high attrition in the Indian startup space, which has forced the <keyword id="6362513" type="ORGANIZATION" weightage="100" keywordseo="Startups">startups</keyword> to ensure that the new employees fit into their culture and would stay for long. 
 Several startups, like BigBasket, BabyChakra, <keyword id="847170" type="PERSON" weightage="100" keywordseo="Chumbak">Chumbak</keyword>, <a href="http://www.businessinsider.in/upskill-yourself-with-this-course-and-you-can-land-a-job-with-paytm-zomato/articleshow/57411457.cms">Paytm</a> and Limeroad etc have followed this path, and seem to be impressed with the trend. 
 
But that seems to be changing with startups consciously absorbing talent that fits best with their culture. 
 
Also read: <a href="http://www.businessinsider.in/heres-why-start-up-are-more-concerned-about-workplace-culture-than-corporate-companies/articleshow/57315207.cms">Here's why start up are more concerned about workplace culture than corporate companies</a> 
 
Some parameters of this cultural fitment are career aspirations, enterpreneurial attitude, belief in company’ vision and the ability to build things from start. 
 Bengaluru-based Chumbak has dedicated employees who scan <keyword id="6370132" type="UNKNOWN" weightage="100" keywordseo="candidates">candidates</keyword> exclusively to understand their cultural fit, quizzing them about their interests and motivations. The most common question, which definitely helps in understanding whether the employee is in for long is, "If money were not an object, what would you be doing instead?" 
 
"We find answers to this question give us interesting insights and help us judge whether someone is a good fit for what we stand for at <a href="http://www.businessinsider.in/chumbak-online-vs-offline/articleshow/54032320.cms">Chumbak</a>," co-founder Vivek Prabhakar says. 
 
However, the trend is yet to go viral, since several startups still have employees that have no firm faith in the business. 
 
(Image source: UrbanBound)

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