Chumbak expands accessories range with Amboli Rainforest-inspired collection

Lifestyle brand Chumbak has expanded its accessories portfolio with the launch of ‘Rare & Wild,’ a new collection drawing inspiration from the rich biodiversity of the Amboli Rainforest in the Western Ghats. The release features a diverse assortment of travel bags, work-oriented carryalls, utility pouches, and decorative charms, each reimagined through vibrant illustrations and whimsical motifs. By incorporating elements such as the Neelakurinji, Forest Fire, and Toothbrush Orchid, the brand seeks to blend high-utility function with the artistic storytelling that has become its signature in the competitive lifestyle market.

Strategic diversification and market positioning

This collection reinforces Chumbak’s commitment to design-led differentiation, a core pillar of its operating model that emphasizes proprietary IP over generic retail offerings. By focusing on niche, nature-inspired themes, the brand continues to attract design-conscious urban consumers who favor expressive, handcrafted aesthetics. Following its acquisition by GOAT Brand Labs, Chumbak has increasingly focused on optimizing its hybrid sourcing model - partnering with specialized manufacturers across India and Southeast Asia to maintain quality while enabling rapid assortment refreshes. This agility allows the company to balance seasonal drops like ‘Rare & Wild’ with its evergreen home décor and furniture categories, ensuring consistent engagement across its omnichannel retail footprint.

Founded in 2009, Chumbak is a Bengaluru-based lifestyle brand offering multi-category products, including home décor, fashion accessories, and apparel. Its growth strategy emphasizes digital-first expansion, international market penetration, and leveraging an in-house design studio. Currently an acquired brand, it maintains a robust financial focus on profitability through D2C channels.