The coronavirus pandemic has taken a toll on the retail business in India and internationally, as stores had been pressured to close down for months throughout the lockdown.
Chumbak, a Bengaluru-based way of life and residential décor model, additionally confronted challenges on the web entrance throughout the pandemic. Nonetheless, its on-line enterprise confirmed important development.
In a dialog with YourStory’s Each day Dispatch, Vasant Nangia, CEO, Chumbak Design, speaks in regards to the development of the model throughout the pandemic and the methods being devised for the post-pandemic part.
The model, which operates on each offline and on-line entrance, is known for its quirky style in addition to house décor merchandise.
“The pandemic was unexpected by all people. It’s been fairly a shock to lots of people. We’ve got an unlimited community throughout India that has been abruptly shut,” says Vasant.
It posted a income of Rs 40 crore for the monetary 12 months 2018-2019 and is at the moment eyeing a big double-digit development year-on-year and a triple-digit development on the web entrance this 12 months.
The net house décor and way of life model additionally on-boarded Bollywood actor Sara Ali Khan as its first model ambassador earlier this 12 months.
In keeping with Vasant, the house décor class has been doing rather well throughout the pandemic as persons are staying at house and are eager to redo their house. One other essential class that has performed effectively throughout the pandemic is the protecting masks.
As a result of problem on the web entrance, Chumbak has now devised an omnichannel technique to spice up gross sales. Vasant explains that offline enterprise is not going to grow to be out of date within the close to future. Individuals nonetheless wish to go to the shops bodily and browse earlier than shopping for one thing.
So now, round 45 Chumbak shops throughout India can be linked to the web site. Prospects can store on the web site and the products can be equipped from one of many shops in order that prospects can return or alternate from the shops if in any respect they don’t seem to be glad with the product.
The corporate will stabilise at 50-60 p.c of the companies coming through the web route within the subsequent few years as per projection.
“We’re within the enterprise of house décor and style the place you want a bodily presence,” says Vasant.
Chumbak’s development technique, as shared by Vasant, is multi-layered. There are house décor, way of life, and style classes inside which there are particular classes comparable to kitchen and eating, mattress and furnishing, and so on. The web site and even the shops are organised in a really consumer-friendly manner.
He says, they’re now taking a look at widening Chumbak’s portfolio of merchandise in order to provide extra selection and readability to the shoppers.
One of many essential methods is to align the merchandise with the design necessities. Chumbak has grown from a unusual memento model to a common way of life and residential décor model. With the evolution of the design necessities, the product vary has additionally developed to suit the wants of the shoppers. One other technique is to broaden the goal base and numerous promotional measures are being taken to implement that technique.
Lastly, strengthening bonds with customers and enhancing digital means to develop are sure methods which can be being employed by the model.
When it comes to worldwide enlargement, the internet-first technique is being deployed. The model plans to discover markets just like the UK, the USA, and Japan the place the internet-first technique might be carried out as a big entry methodology. Secondly, the model goals to increase in markets the place the merchandise could have resonance.
“We all know what customers are in search of by which nation. It’s a data-layered method to how and after we go worldwide,” says Vasant.