Reality is India is difficult, but Indians survive on the uncanny ability of laughing at the chaos and confusion that surrounds them. It is that colourful chaos and confusion that Chumbak wishes to makes apparent in its every creation. Bangalore-based marketing executive turned entrepreneur, Shubhra Chadda started the brand in 2009 with the humble cause of equipping tourists in India with quality souveniers. “I wanted to package India’s curious culture to the world, but a majority of people who go out and buy Chumbak products are Indians,” she says. The brand has 14 standalone stores and is stocked by 42 stores in all tier one and most tier two cities has managed to reinstate in young, urban imagination, a fresh perspective towards their own culture. Products with catchphrases like ‘OK. Horn Please’ and street slang ‘Mad or What?’, ‘Happy Budday’ , ‘Wanna Frandship’ are hotsellers.