Ayush Baid on Building ellementry: Where Indian Craft Meets Modern Design

• Tell us a bit about your entrepreneurial / professional journey.

I come from a family deeply entrenched in Indian craftsmanship, with Dileep Industries​, founded by my father, being a global exporter for over 30 years. While studying data analytics at UCL, I began evaluating the family business from a consumer-first lens and realized there was a glaring gap in the Indian homeware market for design-led, handcrafted products that were both functional and food-safe. This insight sparked the idea for ellementry. I returned to India with the intent to bridge that gap and launched ellementry in 2018. My goal was to create a brand that merged traditional craftsmanship with modern aesthetics for Indian homes.

• When and how did ellementry start? What was the inspiration?
  ellementry was born in 2018 as a contemporary, design-led extension of our export legacy. The inspiration came from observing that while Indian artisans were creating exquisite products for global brands, the Indian consumer lacked access to the same quality and aesthetic. I saw an opportunity to repurpose that craftsmanship for the evolving tastes of the modern Indian home​ - design-forward, culturally rooted, and responsibly made. That’s how ellementry came to life​, as a celebration of Indian artistry adapted for everyday living.

• What is the USP of the brand and how has the experience been so far?
  Our USP lies in our ability to blend traditional Indian craftsmanship with thoughtful design that fits modern lifestyles. We operate as India’s first vertically integrated D2C homeware brand that’s born out of a manufacturing powerhouse. Every product at ellementry is handmade, food-safe, sustainable, and design-conscious. We offer a wide range of products across kitchenware, serveware, décor, and gifting that are not just beautiful to look at but also serve a functional purpose. The journey has been incredibly fulfilling, growing a community that values slow living, craftsmanship, and conscious choices.

• How was the brand’s online-to-offline journey? Why was it necessary?
  We started online to test our product-market fit and scale efficiently, but we always knew that the quality, handcrafted uniqueness, & functionality needed to be seen and felt. Our transition to offline retail was driven by the tactile nature of handcrafted products. Physical stores allowed us to build immersive experiences where customers could connect with our story, materiality, and craftsmanship in a personal way. Today, our omnichannel approach creates a holistic brand experience and helps us reach customers across varied touchpoints.

• What are the pros and cons of an omnichannel approach?
  The pros are many​ - wider reach, better customer engagement, and a stronger brand presence. It allows us to create consistent experiences across platforms and personalize offerings more effectively. However, it also comes with challenges: inventory synchronization, maintaining consistent storytelling, and operational complexity. But with the right tech integrations and systems in place, the benefits far outweigh the limitations.

• What is your management mantra?
  My management mantra is simple—nurture a team that’s driven by a shared desire to create, grow, and evolve together toward a common goal. At ellementry, we foster a culture of collaboration, constant learning, and accountability. I believe in empowering my team with both structure and space to innovate, while staying deeply rooted in our brand ethos.

• What are ellementry’s expansion plans for FY26?
  In FY26, we’re planning to double down on both digital and retail expansion. We aim to add more company-owned and franchise stores in Tier 1 and Tier 2 cities. We’re also growing our international footprint through selective markets and exploring category extensions like wellness-based gifting, soft furnishings, and decor accessories. On the digital front, we’re investing in content, performance marketing, and quick-commerce to deepen customer engagement and reach.

• What made the company decide to enter franchising? How has that journey been?
  Franchising felt like a natural next step in our growth journey. It allows us to scale responsibly while collaborating with partners who resonate with our brand values. Our handcrafted products and immersive retail experience have a loyal audience, and franchising helps us reach newer cities without compromising on quality or storytelling. The journey has been promising​ - our franchise stores have shown strong traction, and we’re now actively looking to partner with like-minded entrepreneurs in untapped markets.

• Talk us through the recent bit of funding that ellementry secured.
  We recently raised a round of funding from investors who believe in our long-term vision, building a global lifestyle brand rooted in Indian craft and sustainability. The funds are being deployed towards scaling retail, deepening our digital capabilities, product innovation, and strengthening our supply chain. It’s an exciting phase of growth, and we’re using this capital to build for longevity and impact.

• Where do you see ellementry 5 years from now?
  In five years, I see ellementry as a globally recognized name in thoughtful & design-led home & gifting. We aim to expand across India with a network of retail and franchise stores, while establishing a presence in international markets like the Middle East, Southeast Asia, and Europe. Product-wise, we will continue to grow into adjacent categories while staying true to our ethos of craftsmanship, sustainability, and aesthetic living.

• How have you integrated technology for the brand’s growth and expansion?
  Technology plays a vital role in everything we do, from inventory and logistics to personalization and consumer engagement. Our CRM systems help us understand buying behavior and tailor experiences. We’ve invested in real-time inventory sync between online and offline stores to enable a true omnichannel experience. On the marketing front, data analytics helps us optimize campaigns and improve conversion rates. Going forward, we’re exploring AR/VR for virtual store walkthroughs and AI-led personalization to elevate the customer journey even further. 

• In your view, how has the homeware market evolved over the last 5 years?
  The homeware category has seen a massive shift, from purely functional to emotionally resonant. Consumers today are far more discerning; they seek quality, craftsmanship, and meaning in what they bring into their homes. COVID-19 further accelerated this shift, with homes becoming sanctuaries. We’ve seen a growing demand for artisanal, sustainable, and aesthetically curated pieces​, exactly where ellementry positions itself.

• How will it evolve in the next 5 years?
  The next five years will be about personalization, hybrid experiences, and conscious consumption. We foresee tech-driven customization, deeper storytelling, and an increasing preference for sustainable materials. As Indian consumers grow more design-savvy, they’ll look for products that aren’t just well-made but also emotionally and culturally aligned. Brands that can combine beauty, purpose, and authenticity will lead the next wave.

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