Story Of Chinu Kala: From Earning Just Rs 20 Daily To Building A Rs 40 Crore Jewellery Brand
Chinu Kala, the Director of Rubans Accessories, embodies the power of resilience and hard work. Her journey from adversity to success serves as a compelling testament to perseverance. At just 15 years old, Chinu left home with only Rs 300 and a bag of clothes due to family challenges. Enduring hardships, including spending two days sleeping at a Mumbai train station, she remained steadfast in her determination to succeed.
So how did this womenpreneur build her multi-crore fashion jewellery brand Rubans Accessories? Let's find out.
After leaving home as a 15-year-old, she spent the first night at Mumbai central railway station. The next day, a woman helped her get a salesgirl job wherein she earned ?20 daily, as per a report in?The Weekend Leader.? ?
Her earnings were so low that she could afford to eat just one meal a day most of the days.?After around two years of working as a door-to-door salesperson, she found a job in an apparel store at Ghatkopar as a salesgirl in 2000.?In the evenings, for about six months, she also took up a job as a waitress in a local restaurant.
The big break came when she did a makeup artist course at Bharat & Dorris, Mumbai in 2006. That¡¯s when she came to know about Gladrags Mrs India beauty pageant and gave it a shot in 2007.
She was among the top five finalists and that achievement landed her modelling opportunities.
Despite starting a corporate merchandising firm in Bengaluru in 2008, her heart was still searching for a magic venture that would give her complete satisfaction. That is how she zeroed in on jewellery and invested Rs 3 lakh to start Rubans Accessories from a 36 sq ft at Phoenix Mall, Bengaluru in 2014.
The business was a success from day one. ¡°I would make about Rs 1 lakh sales in a day,¡± she says.
She reinvented the business model during the Covid lockdown and started selling her products online - through her website and also on e-commerce platforms such as Flipkart and Myntra ¨C and the sales skyrocketed!
Chinu Kala began selling her goods online during the COVID-19 pandemic, and her sales took off. According to a DNA report, Rubans Accessories is a fashion jewellery firm with a revenue of Rs 40 crore.
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"So far we have sold one million pieces of accessories," she says.?
She wants her brand to garner 25% of the (estimated Rs 21000 crore) fashion jewellery market share in India, as per her interview with The Weekend Leader.
Chinu Kala in Shark Tank India Season 2
Kala appeared on Shark Tank India S2 and left the judges impressed with her story. Her business also received an investment of ?1.5 crore from sharks Namita Thapar (executive director, Emcure Pharmaceuticals) and Vineeta Singh (co-founder, Sugar Cosmetics).
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