BACK to NATURE
MARWAR India|November - December 2020
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.

Having studied data analytics at the University College of London, initially Ayush would help promote his father's B2B export business, until he felt the urge to step out of his comfort zone and do more. Having grown up in an atmosphere where he had witnessed the richness of India’s art and culture, somewhere, at some point in time, it all had started to appeal to him. This love for handcrafted quality products that use natural and eco-friendly materials, while reviving India’s cultural roots, had him explore the B2C sector for them in the Indian market, especially in the niche kitchenware category. He then began to research consumer needs across India, meet local artists and explore the demand for branded handicraft products of everyday use, and what resulted was the conceptualisation of Ellementry. “I felt the need to innovate and draw from Indian culture, refine it and take it forward with a brand that had the essence of India, albeit with a modern outlook,” says Ayush looking back.

From concept to full-blown venture

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