Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
  • Gen Yers in India are taking themselves less seriously
    Harsha K R, Creative Commons (2014) ©

Chumbak: selling kitsch to Gen Y in India

Chumbak is an apparel and homeware brand that pokes fun at Indian life. From its humble beginnings as a home-based business, it's grown to more than 30 stores via digital marketing. But how has it engaged India’s Gen Y with fridge magnets featuring the everyday sights of their native country?