How do you go from earning Rs 20 a day to building a brand valued at over Rs 300 crore? For Chinu Kala, the founder of one of India's most loved fashion jewellery brands, the answer lies in a powerful mix of self-belief, customer love and relentless financial discipline. Her journey is a stunning reminder that the biggest dreams often have the most humble beginnings.
At just 15, Chinu Kala left home with only Rs 300 in her pocket. Her first night was spent on a railway platform, a memory that still gives her goosebumps. But she had one unshakeable asset: the confidence that she would make it.
Success, at that time, was measured in daily survival. She worked any job she could find—as a waitress, a receptionist, a telecaller and a door-to-door saleswoman. That first doorbell she rang taught her a lifelong lesson: she had to be her own champion. Every rupee earned was planned for rent, food and a little savings. This habit of financial planning, no matter how small the amount, laid the foundation for the empire she would later build.
A pivotal moment arrived when she became a part of Gladrags Mrs India. It was her first magical glimpse into the world of fashion. But with this new perspective, she spotted a glaring gap in the market. Affordable imitation jewellery was either of poor, disposable quality or was priced exorbitantly. There was no middle ground.
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Driven by a desire to create something long-term for her daughter, she decided to bridge this gap. In 2014, she pooled her savings with her husband, exercising extreme financial discipline, and launched Rubans Accessories from a tiny 36-square-foot store.
Her ambition for a bigger store faced a classic hurdle: no one trusts an unknown brand, and you can't become a brand without a trusted space. Undeterred, she chased the head of Forum Mall for over six months. When he finally agreed to see her small kiosk, she was ready with a compelling vision. Impressed, he offered her a place.
The next challenge was a massive security deposit she didn't have. With courage and a strategic promise, she secured the space. But before opening, she dedicated 45 days to standing outside the mall, observing and understanding her future customers. This deep research paid off spectacularly. On its first day, her new 120-square-foot kiosk recorded Rs 1.5 lakh in sales. Customers connected with her creations instantly.
The path wasn't always smooth. A devastating fire once reduced her office to ashes. But the financial resilience she had cultivated since her teens came to her rescue. Using her savings, she planned a comeback and rebuilt the business in just three months.
The brand continued to grow, partnering with major platforms like Myntra and winning the hearts of lakhs of women. This incredible journey caught the attention of Shark Tank India. The sharks, impressed by her vision and grit, placed their trust in her with a monumental Rs 100 crore deal—a moment that validated every struggle and leap of faith she had ever taken. Today, her brand has served over 40 lakh customers and crossed an incredible Rs 310 crore in lifetime sales.
Chinu Kala's goalposts have changed. She is no longer working just for her next meal. Today, she is driven by a new, audacious dream: to make her brand the most loved jewellery brand across the globe.
Her story is a powerful lesson for every dreamer. It proves that success starts with self-belief, but it is sustained by smart, disciplined moves.
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