From Mumbai Streets to Global Jewelry Empire: The Chinu Kala Story
Chinu Kala’s journey is a testament to resilience. Her early life in Mumbai was marked by hardship, including running away from home at 15 due to family issues and often subsisting on just one meal a day. From these difficult beginnings, she built a thriving jewelry business, Rubans Accessories, that now serves customers worldwide.
Early Struggles and Turning Points
Kala’s adolescence was a stark contrast to her current success. She faced immense challenges, working various jobs to survive, including selling household appliances door-to-door and working in a resturant for three years.
A pivotal moment came when friends encouraged her to participate in the Gladrags Mrs. India Pageant in 2008,where she reached the finals. This exposure led her to the modeling industry and, eventually, to the world of accessories.
Building Rubans Accessories
In 2014, Kala launched Rubans Accessories with a modest initial investment of 3 Lakh rupees (approximately $3,846 USD), operating from a small 70-square-foot kiosk in Phoenix Mall, Bengaluru. Within five years, by 2019, the company’s turnover reached 7.5 Crore Rupees (approximately $961,538 USD).
Initially,the accessories sold were unbranded. however, recognizing the notable customer interest, Kala decided to expand the business by renting a larger space in Koramangala, Bengaluru.
Securing the deposit for this new location required ingenuity. I was given one month to manage money, but all I had at that time was my jewelry collection. I opened a shop and customers really liked my collection so I sold jewelry worth 15 lakh rupees in 15 days,
kala said, demonstrating her resourcefulness and entrepreneurial spirit.
Growth and Expansion
Rubans Accessories grew steadily, employing 15-20 local artisans from cities like Jaipur, Rajkot, Ahmedabad, and Kolkata to produce jewelry. The brand established a production unit in Mumbai, specializing in silver jewelry, including bracelets, earrings, necklaces, and rings.
At one point, Kala operated five shops across Bengaluru, hyderabad, and Kochi. However, she noticed a decline in in-store traffic as customers increasingly shifted to online shopping.
The Shift to Online Sales
Recognizing the changing market dynamics, Kala made the strategic decision to close all offline stores and focus entirely on online sales. She listed Rubans Accessories on major e-commerce platforms like Flipkart, Myntra, and jabong.
This move proved successful. The business now receives approximately 1,000 online orders daily and ships jewelry to the United States and England through its own portal. In 2019, Rubans Accessories was selected for the Myntra Accelerator Program, which invests in developing Indian fashion brands.
