Brand Collaboration | Business & Policy | Retail

Jewellery Brand Rubans emerges unshakable after Shark Tank debut

Published: March 31, 2023
Author: Fashion Value Chain

New Delhi : As far as quality jewellery goes, “Rubans” is now a household name in India, and gradually gaining traction abroad. Their recent appearance on the popular television show “Shark Tank India” was met with great success as they were offered a whopping 1 crore for a 1% stake in their beloved company, and an additional 50 Lakhs at 12% interest. An offer too good to refuse. However, the prize is not exclusively monetary, but prudence that will be offered by the support and guidance of the three sharks that invested in them – Namita Thapar, Vineeta Singh, and Aman Gupta. Mr. Anupam Mittal also offered them the same value without the debt, but the combination of 3 truly adept sharks is what Rubans decided was best for the brand. What truly sold the sharks on Rubans’ initiative was the heart and soul behind the company, the trust that 25 Lac customers showed to the brand and of course the sales that are estimated to be around Rs. 200 crores till date, and Rs. 60 crores year-till-date.

Rubans has taken the industry by storm, but the road so far has been full of trials and tribulations for the Founder Mrs. Chinu Kala. At the young age of 15, she left home with nothing but Rs. 300 in her pocket and earned her bread and butter by being a door-to-door sales girl, followed by many other odd jobs. Chinu has been invited to forums like IIM Ahmedabad, TED Talk, Josh talk and many more to share her life experiences and inspire youngsters. Now, Rubans houses the most impressive designs in rings, bags, necklaces, kamar bandhs, bracelets, anklets, earrings, maang tikkas, nose pins, and much more. Their ultimate goal is to provide trailblazing jewellery all across the globe and make Indian standards for quality jewellery the globally accepted benchmark.

In an insightful conversation with Mrs. Chinu Kala, we learned a bit about her and her vision for the brand: “The investment and guidance we received from Aman, Namita, and Vineeta will help us take Rubans global. Though we have humble beginnings, our goals are ambitious, and we’re certain we will achieve our Rs. 1000 crore sales in the coming years.”

Rubans is a Bangalore based brand and a front runner in the branded fashion Jewellery and accessories segment. Launching retail on-ground with its flagship store in Bangalore; it soon emerged as a key and influential player in the category with 6 stores spread across Bangalore, Kochi and Hyderabad. Understanding and adapting with ever changing consumer behavior and buying habits; today, the company has transitioned to 100% online e-commerce sales, selling on India’s premium e-commerce portal “Myntra,” “Flipkart,” and also through its own online portal “

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