Ayush Baid hails from Jaipur and at all times had a eager curiosity within the handicrafts enterprise. Since he grew up watching his father run a handicrafts export enterprise, Ayush was at all times inclined in the direction of it.
Since a younger age, Ayush witnessed the Indan artwork & tradition up shut because of his father. Dileep Baid, Ayush’s father, has been working a profitable enterprise of over Rs 175 crores turnover. This motivated Ayush extra to pursue the sphere of handicrafts.
Ellementry: How It All Started
In 2018, Ayush began a life-style model by the title of ‘Ellementry’ that sells handicraft merchandise on-line.
Having completed his commencement diploma from College School London (UCL), Ayush had began serving to his father along with his enterprise early. That’s when he realized that though the scope of handicrafts product was large, there was an untapped marketplace for handmade kitchenware.
He began specializing in the demand for marble-glass and terracotta-wood kitchenware and even contacted native artisans to fabricate the gadgets in-house.
Aside from making the merchandise accessible within the worldwide market, Ayush wished his items to be accessible within the home market as properly. He wished Indians to have entry to the heritage that handmade crafts have.
The Plan Of Motion
Ayush determined to do a radical evaluation of the market and likewise the required groundwork with out additional delay. He contacted the native artisans and tried to investigate the demand these merchandise have. Then he got here up with the thought to retail his father’s handicraft merchandise via an e-commerce web site.
As soon as the plan to begin the enterprise was mounted, all Ayush wanted was substantial funds because the enterprise was large. Ayush pitched the thought to Bennett, Coleman, and Firm Restricted (BCCL). After listening to his properly put pitch, BCCL appreciated the idea and invested Rs 250 crore as a Model Capital deal. The remaining capital was invested by his household.
As per Ayush, Ellementry is among the first Indian handicraft manufacturers to determine a direct, manufacturer-to-consumer relationship which signifies that it doesn’t have middlemen. The function of a intermediary has at all times been quite common for the Indian handicrafts business.
Ayush Baid Success & Future Plans
For the reason that graduation of the agency as an eCommerce model, it has acquired a variety of optimistic response from the market within the very first 12 months. In 2019-20, Ellementry recorded Rs 12 crore in gross sales. This inspired Ayush to open eight bodily shops and increase its attain in Delhi, Jaipur, Mumbai, Bengaluru, and Hyderabad.
The COVID19 and the lockdown induced resulting from it hardly affected Ellementry’s enterprise. The truth is, Ayush says that the corporate noticed an increase in demand for enticing kitchenware as folks had been spending extra time at dwelling. In 2020 thus far the corporate has earned Rs 6.5 crores.
Seeing the success of the model, Ayush has determined to open up franchise shops in Lucknow, Cochin, Gurugram, and Bengaluru.