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Design-led homeware brand ellementry is gearing up for a new phase of growth, with plans to expand its retail footprint in India and enter key international markets. Founded in 2018 by Ayush Baid, the brand blends traditional Indian craftsmanship with modern aesthetics, offering sustainable, handcrafted products for the contemporary Indian home.
Currently, ellementry operates 16 stores across 12 cities in India—four of which are company-owned, while the remaining 12 run on a franchise model. “In FY26, we plan to grow both digital and retail channels, adding more company-owned and franchise stores, particularly in Tier 1 and Tier 2 cities,” said Baid. “We’re also preparing to enter global markets like the Middle East, Southeast Asia, and Europe.”
Baid, whose family runs the export-focused Dileep Industries, launched ellementry after identifying a gap in the Indian market for design-first, food-safe, and artisanal homeware. The brand started online but quickly pivoted to physical retail to give customers a more immersive experience with handcrafted products.
“Franchising has allowed us to scale responsibly while working with partners who align with our values,” Baid explained. “Our franchise stores have shown strong traction, and we’re actively seeking like-minded partners in new markets.”
Following a recent funding round, ellementry is also investing in technology, supply chain upgrades, and digital marketing. New product categories like wellness gifting and décor accessories are also in the pipeline.
In the next five years, Baid envisions ellementry as a globally recognized lifestyle brand rooted in Indian craftsmanship. “The homeware space is evolving—from functional to emotional, from mass-produced to meaningful. That’s where we aim to lead.”
With its unique fusion of design, storytelling, and sustainability, ellementry is building more than just a homeware brand—it’s crafting a cultural movement for mindful living.
