In an exclusive interview with Insights Success, Chinu Kala – Managing Director of Rubans Accessories shares the dynamics of his company. Below are the excerpts of the interview:
- Please brief our readers about your organization, its mission and vision.
RUBANS in French means “Ribbon”, and my brand captures the same free-flowing spirit of a ribbon that ties the gift of life together.
I started Rubans in 2014 with a vision to build a brand that resonates with the choice of my customers, who were finding it hard to get quality jewellery at affordable prices, limiting their aspirations and desires for fashion. The ultimate aim of my brand is to bridge this gap and by doing so being able to relate to their style and their life on a personal level.
- What are the prominent services, products, or solutions that you offer?
We house over 2000+ meticulously curated designs, for the young glamour-loving millennials and the fashion-obsessed woman who loves spending an extra sum of time to present herself beautiful.
Our signature Kundan collections have a huge fan base and we have been receiving lots of love from our customers for our customization of Kundan with pearls. Our oxidised silver collection and the divine temple jewellery collections are a statement of choice. We recently launched our Luxury line of Jewellery- Rubans Luxury, featuring the most Iconic and intricate collections of Ad/ Zircon, which has gathered a lot of attention among our community. We also, present a catalogue of elegant Earrings, Necklaces, Bangles, Bracelets, etc, to address both Western and Ethnic needs and desires of our customers for all the occasions.
- How are your products/services different from your competitors? What are the benefits that your users/clients take advantage of?
Though we keep an eye on trends, our major focus has been to understand what the customer is looking for, as said, being able to relate with my customer’s life and their style on a personal level has been the ultimate goal of my Jewellery brand, and that reflects in the brilliance of the jewellery collection we house, we have what the customer feels, one wishes to have, and we make it easily accessible and affordable.
- Brief us about your yourself.
A turnaround of events in my childhood left me on the streets with Rs.300 in hand and nowhere to go. It still sends shivers down my spine when I recollect the night I spent at a railway platform, but that is where it all began. I left my home at the age of 15 and since then, have been on my own. Having gone through many gruelling times, that have tested, shattered me but have also been a reason for moulding me into the person I am today.
- Brief us about the work culture in your organization. How do you help employees in staying creative and on their toes?
Rubans comprises a team of young and passionate individuals, who show their wholehearted commitment to seeing that the brand grows bigger and better. I’ve been very cautious about building a healthy work environment where creativity takes on the day-to-day challenges and commitment that drives one forward.
One thing I set straight is to make people understand our vision clearly and then let them explore and expand within their own creative spaces, and that has yielded us great results.
- As a business leader, what is your opinion on the impact of the current pandemic on the overall Indian business ecosystem? How has your organization managed to stay on top in these testing times?
There is no doubt that the pandemic has hit businesses very hard and the effect of it will remain visible for a long time. The curve has taught us to be smarter in planning our cash flows. The aim should be to curate a business model that is self-sustainable as I firmly believe that all businesses need not acquire customers thru deep discounting. We should approach profitability via unit economics.
- Where do you envision your organization to be in the long run and what are your future goals?Rubans from its inception has been growing by more than 100% year on year and we are looking at touching revenues of 140 Cr by 2024. We envision taking the fabulous work done by our Indian artisans to the global audience, by stretching our reach beyond boundaries. Rubans is poised to grow and hold a firm spot in the hearts of all the fashion-loving women in the country and beyond. We aspire to become the highest-selling accessories brand in the country.
- Provide a few testimonials from your clients that accurately highlight your organization’s position in the market.
- My sense of fashion was very simple and I was looking for a piece of minimal jewellery that can go well with most of my outfits, I instantly got glued to the variety of collections that you had and I’ve been trying out many, I’m loving it!
– Deepthi Chauhan, Mumbai
- It was my first time purchasing jewellery online and I’m always sceptical when it comes to quality when I do online shopping, to my surprise I loved the quality and it feels so elegant and it’s super well finished. Thankyou Rubans.
– Kavya Shivshankar, New Delhi
- I love gifting myself and this time I wanted to try my hands on jewellery. I was drawn into the floral necklace from Rubans and I just couldn’t take my eyes off when it arrived. Fabulous collections guys!
– Vishnu Maya, Bangalore
- Such a beautiful and wide range of collections, so elegant, and there is always so much variety to pick from. I end up finding a perfect match for my outfit every time. Thanks, Rubans.
– Amulya PS, Bangalore
- I wanted to gift my daughter a jewellery for her birthday and found RUBANS on Instagram. She loved it and look so pretty on it the entire day. I can’t thank you guys enough.
– Greeshma Dileep, Bangalore
