India Today - - SIMPLY BANGALORE -

Chum­bak mean­ing ‘ mag­net’ in Hindi, is the ideal stopover to pick up kitsch sta­tion­ary or that last minute birthday gift. Photo frames, pass­port cov­ers, lug­gage tags stat­ing, ‘ I love Ban­ga­lore,’ key chains, cof­fee mugs and of course, fridge mag­nets, the lat­est ones de­signed like mehendi on a palm, are some of Chum­bak’s more pop­u­lar prod­ucts. Other hot sell­ers are the tin boxes, flip flops, boxer shorts and car fresh­en­ers. Shubhra Chadda, founder- owner of Chum­bak says the idea for the busi­ness came from her per­sonal fridge mag­net col­lec­tion, since ev­ery­time she trav­elled, she brought back a fridge mag­net. But she re­alised one day that she didn’t have one for In­dia. Thus be­gan Chum­bak— her com­pany for In­dia- in­spired sou­venirs. Af­ter meet­ing with de­sign­ers she got a few pieces made across 12 cat­e­gories of prod­ucts and started retailing the mer­chan­dise at air­ports and a hand­ful of quirky stand­alone stores across the coun­try in 2010. In a short span of two years, Chum­bak has man­aged to carve a niche for it­self and is now avail­able on­line and at over 100 out­lets in In­dia. Un­mis­tak­ably desi yet highly con­tem­po­rary, Chum­bak prod­ucts are a re­flec­tion of next- gen de­sign com­ing of age.

150 on­wards for a mag­net; chum­bak. in

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