Chumbak is a lifestyle brand which is known for its India inspired collectibles; has now roped 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.
Vasant Nangia the CEO, “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.”
Sara has signed over a medium term-contract accroding to which she willing be promoting the company’s products like bed linen and table ware primarily on digital media. The partnership was supposed to to be done much earlier but owing to the lockdown it was postponed.
Despite of being the stores shut since nationwide lockdown, the company was overwhelmed to announce that the sales of its home products category grew from 25% to 70%.
“The home accessories has seen great sales as compared to 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.
Ecommerce has added to the company’s 80% recovery. They has been expanding their categories and are constantly adding new products for selling.
The company plans to shut the stores where walk-ins haven’t been great. They have rather planned of opening new ones at better locations with small sized stores. The full recovery is expected to happen till first quarter of 2021.