“Sustainable products with designs is no longer a thing of the future” says Ellementry founder, Ayush Baid.

Breathing life into the mundane with exquisite design elements that seamlessly marry functionality, is what Ellementry is. Taking inspiration from nature, season, colour, mood, culture, and life itself, Ayush Baid, son of award-winning Indian handicraft products exporter Dileep Baid and the Founder, makes a mark in the artistic business space.

Ellementry comes from a three-decade-long legacy of wowing the world with its exquisite and inspiring product range. Reflecting on his journey, Ayush says, “I was always receptive to new business ideas since I was brought up in a business family.” The journey of Ellementry started while he was pursuing under graduation in University College London (UCL). There, he got an insight into how the e-commerce world functions and the various nuances associated with it. “We have just entered our second year of operations, and in such a short span of time, we have opened three stores across India. It is a matter of pride for us to open our fourth store in Hyderabad. We promise that this is a store where no detail is mundane.”

GlobalSpa gets in conversation with Ayush Baid on how sustainability is carried in Ellementry.

1.) As an eco-conscious brand, what are some steps you’ve taken to ensure maximum sustainability in your products?

Since the inception of Ellementry, we have kept sustainability in our mind, and it is one of our brand pillars too. We have worked on sustainable material like terracotta, eco-mix, glass and more. After experimenting with our existing materials, future research (conducted by our R&D department) is on making robust products with cane/bamboo. Even most of our wood products are made of mango wood which is highly sustainable due to its cultivation as a fruit tree.

Not just our products, even our packaging is eco-friendly. Even at our stores, we don’t use plastic or paper bags, and we use recyclable and sturdy cotton bags that can be used as a tote bag, a shopping bag or even a vegetable bag and more. This bag is one of our endeavour to create things that can be used for a long time and not just be discarded, adding to a landfill somewhere.

The headquarters of Ellementry in Jaipur is a live example that sustainability is in the DNA of Ellementry. The use of design strategy is aimed at positively impacting the air quality & well-being of life within leading to a regenerative future.

2.) Ellementry’s packaging material, honeycomb, how does it contribute towards sustainability?

We always go the extra mile in finding the eco- friendly solution for our packaging needs. After going through all the sustainable packaging options we selected honeycomb packaging material. It is eco-friendly and recyclable. The lightweight and flexible design possibilities of honeycomb make the product environmentally friendly and cost-competitive.

3.) Is Ellementry also doing something for Vocal for Local?

Though machine-made products leave little room for skilled artisans and their handmade products, we are empowering Indian artisans and craftsmen alike. We have taken a big step forward to channelize these creative minds and providing them with sustainable employment opportunities. Ellementry products are focused towards objects that are universal for utility, function, and everyday living. We are even providing full-time employment to more than 4000 Indian artisans that include men as well as women.

Besides empowering the artisans, Ellementry is also reviving the dying art of India, for example, eco-mix. Untouched by machines, it is most likely the only art that is purely handmade using sustainable materials like paper, glue and chalk powder. We have opened an eco-mix unit in a small ‘blink and miss’ hamlet called Akoda near Jaipur, Rajasthan. Here our expert artisans are creating products of everyday use like salad bowls, storage boxes, candle stand and more.

4.) Personally, why is sustainability such an important aspect in Ellementry for you?

Being a nature lover, I believe that Sustainable products or designs are no longer a thing of the future and it is required now so that its benefits will penetrate deep into our lives and slow down, the consumption of fast-depleting natural resources. We want to have our products reflect the philosophy of Ellementry, which is creating handcrafted beautiful and useful products to coexist with nature happily. Therefore, we don’t just make sustainable products but also practice in our work environment too.

5.) And how important is supporting Indian and local artisans for you and your brand?

Being a millennial, I thought that I must draw from Indian culture, refine it and take it forward, albeit with a modern silhouette, so when I founded Ellementry, Indian artisans and the local craft automatically became a part of it. These large community of local artisans have got a platform through Ellementry to showcase their craft and skills by using traditional material like terracotta, ceramic, glass, brass, wood and more.

In two years of operation, I feel incredibly proud in saying that elementary has created a space that allows local artisans to showcase their talent and flourish. It is the beauty of their hands, combined with the knowledge passed down from the ages that make our products soulful. That is why an Ellementry product is not like any other.