Lifestyle brand Chumbak, known for its India-inspired collectibles, has roped in actor Sara Ali Khan as its first celebrity brand ambassador. The partnership is expected to grow the business of the indigenous brand’s home decor and wrist watches categories, the company said.
“Chumbak is a woman-centric brand. There is a big overlap between Sara’s followers on social media and our target group, helping us to expand and reach our target base efficiently,” Vasant Nangia, CEO of Chumbak, told ET.
Khan has been signed over a medium term-contract under which the young actor will be promoting the brand’s products such as bed linen and table ware primarily on digital media. The partnership announcement with Khan, which was scheduled for March last year, was postponed due to the pandemic.
The company is however happy with the new timing of the announcement since the proportion of sales of its home category grew from 25% to 70% between the April-December period despite stores being shut due to nationwide lockdown.
“Due to Covid-19 outbreak, our home category has been doing exceedingly well in comparison with other categories. People are spending more time at home. Work-From-Home is a reality. Our strategy fits in well with the new lifestyle of working women as they want to decorate their home spaces more now,” said Nangia, adding that planters, cushion covers, dinner wear and bed linen especially registered sales growth over 2019.
“With people curtailing travel plans and dining out due to the pandemic, young working population has more disposable income now,” he added.
According to the company, it has registered about 80% recovery led by ecommerce. While Chumbak is aggressive on expanding product categories such as bed linen and dinner ware, partnerships and online presence this calendar year, the company is, however, on pause as far as expanding retail footprint is concerned.
“In fact, we are downsizing a few of our stores where walk-ins are badly affected. Better locations with smaller-sized stores is our new strategy,” said Nangia, adding that full recovery is expected by the first quarter ending June next fiscal.
With a seed funding of Rs 40 lakh, Chumbak – backed by Gaja Capital, Matrix Partners India and Seedfund – has been expanding its product portfolio which includes stationeries, bags and wallets, jewellery, key chains, apparel and home furnishings with Indian motifs since its launch ten years ago. In July last year, the company had changed its logo as part of the larger shift in its positioning from a souvenir to a design-led lifestyle brand.