Ellementry is a Jaipur-based Indian direct-to-consumer brand of handcrafted homeware and gifts.

This Startup Deep Dive explains what Ellementry does, how it makes money, who backs it, how it compares with rivals and what could go wrong, using publicly available information. It is educational and not investment advice. Last updated: October 2026.

Ellementry in Brief

• What it is: Ellementry is an Indian D2C homeware and gifting company based in Jaipur.
• Who it serves: online shoppers, retail customers, marketplaces and distribution partners.
• Sells handcrafted homeware and gifts with over 1,000 SKUs.
• Sells D2C and via marketplaces including Amazon, Tata Cliq and Myntra.
• Operates 16 stores in 13 Indian cities with in-house manufacturing; reports presence in 12 countries.
• Funding: Undisclosed.

Ellementry Quick Facts

Figures marked “reported” come from published reports and may differ between sources; “Not disclosed” means no reliable public figure was found.

What Is Ellementry?

Ellementry operates in the D2C homeware and gifting space in India. Understanding a company like this starts with three questions: who is the customer, what painful problem is being solved, and why the solution is better than the alternatives. The sections below apply that lens to Ellementry.

• Sells handcrafted homeware and gifts with over 1,000 SKUs.
• Sells D2C and via marketplaces including Amazon, Tata Cliq and Myntra.
• Operates 16 stores in 13 Indian cities with in-house manufacturing; reports presence in 12 countries.

The Origin Story of Ellementry

Every company starts from a noticed gap and a team willing to commit to closing it. Strong origin stories are specific: a clear problem, a founding team with relevant skills, and an early product that real customers could test. Founder-market fit, meaning the team’s lived experience or technical depth in the domain, tends to predict how fast a young company learns.

• Founders: Ayush Baid, Riddhima Khandelwal.
• Founded in September 2018 by Ayush Baid (founder and CEO) and Riddhima Khandelwal (creative head).
• Launched as a retail offshoot of Dileep Industries, his father's Jaipur handicraft export business.
• Baid studied at University College London and took a gap year analysing his father's export data, which suggested demand for these products in India.
• Began as an e-commerce site before opening stores.

Key Milestones and Challenges

No startup grows in a straight line. Early years usually involve slow adoption, product rewrites, hiring mistakes and funding gaps. In the D2C homeware and gifting sector the common turning points are a first paying customer, a regulatory approval, a successful product demonstration or a funding round that lets the team invest ahead of demand. How a team responds to setbacks says more about resilience than any single headline.

• September 2018: launched as an online brand.
• Earlier reports cite about Rs 12 crore sales in a year and 11 standalone stores.
• May 2024: funding from She Capital, amount undisclosed.
• Over 400,000 orders fulfilled and 250,000+ customers (company claim).
• Reported 16 stores in 12-13 cities (four company-owned, 12 franchise) and plans for global entry (Middle East, Southeast Asia, Europe).
• FY25: revenue Rs 18.7 crore, up 18.4%.

Ellementry Funding and Investors

Funding history shows how much outside confidence a company has attracted and how long it can operate before needing more capital. Figures below are reported and may differ between sources; valuation figures are estimates unless the company has confirmed them.

• May 2024: undisclosed early-stage round from She Capital.

How Does Ellementry Make Money? (Business Model)

A business model describes who pays, how often and how much it costs to serve them. Strong models show repeat usage, improving margins with scale and acquisition channels that do not depend only on paid spend. Weak models show one-off sales, rising costs and growth that stops when spending stops. For companies selling to online shoppers, retail customers, marketplaces and distribution partners, sales cycles and contract size matter as much as headline growth.

• D2C plus marketplaces plus own and franchise stores.
• In-house manufacturing; works with thousands of artisans (3,000-4,000+ per differing reports).
• Materials include ceramic, terracotta, wood, metal, marble and glass.

The Numbers: Ellementry Financials

Financial figures show whether growth is turning into a self-sustaining business. Small and private companies often disclose little, so any number below is included only if it was found in public reporting.

• FY24: revenue Rs 15.8 crore.
• FY25: revenue Rs 18.7 crore, up 18.4% (Inc42).
• Profit or loss: not found.

Market Opportunity for Ellementry

Market size is easy to exaggerate, so a useful approach separates the total market from the portion a company can realistically reach with its current product and distribution. The main forces behind demand in this sector are rising internet and smartphone use, growing online retail, digital payments, quick commerce and a younger consumer base that is open to new brands. Each of these widens the opportunity, but capital efficiency and execution decide who captures it.

• Handcrafted homeware and gifting in India with exports.

Technology and Product at Ellementry

Technology is rarely the whole moat, but it drives speed, cost and customer experience. A practical way to assess it is to separate the capability the company controls from the commodity infrastructure it rents. In this sector the important factors are supply-chain reliability, brand trust, product quality, data on customer behaviour and the efficiency of fulfilment.

• Core capability: Public detail on Ellementry’s technology stack is limited beyond company-stated descriptions.
• Assessment lens: supply-chain reliability, brand trust, product quality, data on customer behaviour and the efficiency of fulfilment.

Team and Culture at Ellementry

Teams are the most important and least measurable asset of a young company. Look at how complementary the founders’ skills are, how deep the second layer of leadership is, and how the company hires and retains specialists. Culture shows up in small repeated behaviours: how quickly bad news travels upward and whether commitments to customers are kept.

• About 45-50 employees per Inc42.
• Ayush Baid is founder and CEO; Riddhima Khandelwal is creative head.

Ellementry Competitors: Competitive Landscape

A fair competitive analysis names direct rivals, adjacent players who could move into the space, and the customer’s default alternative. Durable advantages include proprietary data or technology, licences and approvals, brand trust, switching costs and cost leadership.

• Direct competitors of Ellementry vary by product line; a verified rival comparison was not available from public sources.
• What to compare: Product readiness, pricing, customer base, funding runway and regulatory standing.

Risks and Challenges for Ellementry

• Small scale.
• Limited disclosed financials; no profit or loss figures found.
• Franchise-led expansion adds execution risk; founder positions the brand as having little direct competition.
• Competition: low barriers to entry and large marketplaces make it hard for a brand to stay differentiated.
• Customer acquisition cost: paid marketing can become expensive and erode margins as a brand scales.

Risk is not a reason to avoid a company; it is a reason to price it correctly and to monitor the right indicators over time. Regulation in this sector is shaped by consumer protection rules, FSSAI and BIS standards where relevant, the Legal Metrology rules and e-commerce regulations.

Ellementry Growth Outlook: What to Watch

• Funds to expand products and presence in India and abroad.
• Key indicators: repeat purchase rate, average order value, gross margin, contribution margin and customer acquisition cost.
• Funding position: Whether Ellementry can reach its next milestone before needing new capital.
• Regulation: Changes from consumer protection rules, FSSAI and BIS standards where relevant, the Legal Metrology rules and e-commerce regulations.

Industry Context: Where Ellementry Fits

India's consumer market is large, young and increasingly online. Rising smartphone and internet use, digital payments and faster delivery have helped direct-to-consumer brands, marketplaces and quick-commerce platforms reach customers who once relied on local shops. Established companies, marketplaces and new brands now compete for the same shoppers.

Success in consumer businesses usually depends on a clear brand promise, repeat customers and healthy unit economics, not on sales volume alone. Companies that control quality, understand customer needs and manage marketing costs tend to build more durable brands than those that grow mainly by discounting.

For readers new to this field, a useful habit is to separate announcements from evidence. A plan, a partnership or a funding headline describes intent, while a delivered product, a paying customer or an audited financial statement describes results. Comparing the two over time shows how reliably a company turns promises into outcomes.

Bull Case and Bear Case for Ellementry

An investment thesis is a short, testable statement of why a company could become far more valuable, together with what evidence would prove it wrong. The points below are general to this sector and are not forecasts for Ellementry.

Bull case

• A growing base of online shoppers expands the potential market.
• Strong brands can earn repeat purchases and pricing power.
• Distribution through marketplaces, quick commerce and stores widens reach.

Bear case

• Heavy competition and discounting can hurt margins.
• Rising marketing costs can slow profitable growth.
• Supply-chain or quality problems can quickly damage trust.

Lessons Founders and Investors Can Take from Ellementry

Studying a company in the D2C homeware and gifting space offers lessons that go beyond any single firm. The points below are general lessons for the sector and are not claims about Ellementry.

• A clear brand identity and consistent product quality matter more than short-term sales spikes.
• Repeat customers lower acquisition costs and make growth more profitable.
• Controlling the supply chain helps protect quality and margins as volumes grow.
• Selling across several channels, such as own website, marketplaces, quick commerce and stores, reduces dependence on one platform.
• Healthy contribution margins are a better sign of progress than revenue growth alone.

How to Evaluate Ellementry as a Startup

• Customer clarity: Can Ellementry name its customer and the problem it solves in one sentence?
• Evidence of demand: Look for repeat customers, signed contracts or measurable usage rather than announcements alone.
• Economics: Check whether margins improve as volume grows.
• Execution: Compare announced timelines with what has actually been delivered.
• Funding runway: Estimate how long current capital lasts at the present spending rate.
• Regulatory standing: Confirm required approvals are in place.
• Customer concentration: Check whether a few customers account for most of the revenue.
• Management depth: Look for experienced leaders beyond the founders and a stable core team.

The Takeaway

Ellementry is part of India’s growing D2C homeware and gifting ecosystem. The useful lesson from studying it is the discipline of asking structured questions about customers, economics, advantage and resilience. Companies that answer them well, repeatedly and under pressure are the ones that endure. Readers should treat any single report, ranking or funding headline as one input among many, and should re-check key facts against recent company announcements. Because public information on young companies is often limited, patience in verifying claims is part of good analysis. Public sources can also describe the same company in different ways, so it is worth checking dates, definitions and whether a figure refers to revenue, total income or transaction value, and whether it covers one entity or a wider group, before drawing conclusions. Small differences in rounding, currency conversion or reporting periods can also change how a figure reads. Comparing the same figure across several recent reports helps show whether it is stable or has changed over time. This article is educational and is not investment advice.

• Clear customers and repeat demand matter more than announcements.
• Regulation and capital needs shape how fast a startup in this sector can grow.
• Track a few leading indicators over time rather than one headline metric.

Ellementry FAQs: Frequently Asked Questions

What is Ellementry?

Ellementry is a Jaipur-based Indian direct-to-consumer brand of handcrafted homeware and gifts. It is profiled in the Startup Deep Dive series, which explains business model, funding, competitors and risks.

Who founded Ellementry?

Ellementry was founded by Ayush Baid, Riddhima Khandelwal, and the company reports a founding year of 2018.

How much funding has Ellementry raised?

Undisclosed. Funding figures are reported and may differ between sources, so readers should check the latest company announcements.

How does Ellementry make money?

Ellementry earns revenue from its D2C homeware and gifting products and services sold to online shoppers, retail customers, marketplaces and distribution partners. The exact revenue mix is described in the business model section and is not fully disclosed publicly.

Who are the competitors of Ellementry?

Competitors of Ellementry depend on the specific product line. A verified comparison was not available, so see the evaluation checklist above.

What are the main risks for Ellementry?

Main risks include competition: low barriers to entry and large marketplaces make it hard for a brand to stay differentiated, funding and capital needs, competition and regulation by consumer protection rules, FSSAI and BIS standards where relevant, the Legal Metrology rules and e-commerce regulations. This is educational content, not investment advice.

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Source

Source: Publicly available data, published reports, industry research, and other credible sources.