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At a time when sustainable practices have become the need of the hour, Ayush Baid’s growing retail chain Ellementry stands out as a rare example of a business rooted in eco-friendliness and sustainability, while also keeping India’s traditional arts and crafts alive.

- Joseph Rozario

LIKE MOST OTHER MARWARI entrepreneurs, Ayush Baid too started his career learning the essentials of enterprise from his family business. But rather than simply pick up the baton and safely ensconce himself into his father Dileep Baid’s well-established business, he relied on his entrepreneurial instincts to do something new, and the results are for all to see in the ever growing Ellementry chain of stores across the country. As a retail offshoot brand of the Jaipur-based Dileep Industries, his father’s handicraft export business that boasts multiple awards and accolades for exporting high-quality products to international brands, Ellementry specialises in retail of handcrafted kitchenware produced by Dileep Industries. And in that it draws from a three-decade legacy of wowing the world with an exquisite and inspiring product range.