Business Remedies | April 24,2025 | Chinu Kala’s journey from a runaway teenager to the founder of a thriving jewelry brand is a powerful narrative of grit, perseverance, and vision. At just 15, she walked away from home with only Rs. 300 and a small bag of clothes, seeking freedom and opportunity in the unknown streets of Mumbai. Homeless and without any support, she spent her first night at a railway station. Determined to survive, she soon began working as a door-to-door salesgirl, selling coasters and knives for a meager Rs. 20 a day. It wasn’t the income, but the experience-facing rejections, handling people, and pushing through exhaustion-that taught her the value of hard work and resilience.
Over the years, Chinu juggled multiple jobs to support herself. Life shifted course in 2004 when she married Amit Kala and moved to Bengaluru. There, she entered the Gladrags Mrs. India Pageant in 2006, despite having no formal education or industry background. Among a cohort of high-achieving contestants, she held her ground and emerged as a finalist. The experience was a revelation-it not only boosted her confidence but also sparked her interest in fashion and accessories. This newfound passion steered her towards modeling and corporate merchandising, where she built a strong network and worked with major brands like Airtel, Sony, and ESPN through her company, Fonte Corporate Solutions.
While working in fashion and merchandising, Chinu identified a glaring gap in the Indian jewelry market: the lack of high-quality yet affordable accessories that catered to aspirational young women. In 2014, channeling years of savings and experience, she invested Rs. 3 lakh to launch Rubans Accessories. The brand’s debut was modest-a 36 square, foot kiosk in Bengaluru’s Phoenix Mall-but the response was overwhelming. Shoppers connected with Rubans’ blend of elegance and affordability, prompting expansion to other cities like Hyderabad and Kochi.
Rubans differentiated itself by staying ahead of trends, releasing new designs every 15-20 days. During the COVID-19 pandemic, the brand swiftly pivoted to e-commerce, leveraging platforms like Myntra and Flipkart to grow its digital presence. This strategic shift unlocked new markets, propelling Rubans to sell over a million accessories and reach customers globally. By 2022, the brand’s turnover had surged past Rs. 40 crore, with a catalog of over 3,500 unique SKUs, including ethnic jewelry, western pieces, and party clutches-all reflecting Chinu’s refined aesthetic and consumer insight.
Her journey caught national attention, culminating in a celebrated appearance on Shark Tank India, where she inspired countless viewers with her story of grit and grace. Today, Rubans stands not only as a successful business but also as a symbol of Chinu’s philosophy, that ambition, when backed by belief and hard work, can transform even the harshest realities into thriving success stories. She remains committed to empowering others, proudly employing over 25 people, and creating jewelry that celebrates the beauty and aspirations of modern Indian women.
Written & Edited By:
Rajshree Upadhyaya
