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D2C Homeware Brand Ellementry raises funding from She Capital

Vivek Vishwakarma
New Update
Ayush Baid

Ayush Baid

Ellementry, a direct-to-consumer (D2C) homeware and gifting brand, has secured early-stage funding from She Capital. 

The startup plans to use the raised capital to accelerate its expansion initiatives, enhance its product offerings, and increase its market presence both domestically and internationally.

Strategic Vision

Ayush Baid, founder and CEO of Ellementry, said, "We are looking forward to this association and what it brings with it. Innovating and creating handcrafted homeware and gifting solutions for people to experience and appreciate. We can't wait for more people to experience all that Ellementry has in store."


What does Ellementry do?

Founded in 2018 by Ayush Baid and Riddhima Khandelwal, Ellementry is a lifestyle brand focused on handcrafted products. The startup operates 16 stores across 13 cities in India and sells its products online through platforms like Amazon, Tata Cliq, and Myntra.

It claims to have fulfilled over 400,000 orders and has a customer base of more than 250,000, with a presence in 12 countries, including the United States, Europe, and the Middle East.

Planning to expand product line

With the new funding, Ellementry plans to expand its product line, particularly in textiles and home decor, ahead of the Diwali season. The startup's in-house manufacturing capabilities allow it to consistently add new products to its current lineup of over 1,000 SKUs. The brand aims to double its customer base within the next year.

What did investors say about Ellementry?

Anisha Singh, a partner at She Capital, highlighted the alignment of Ellementry's values with the growing demand for conscious consumerism, stating, "Ellementry's dedication to design, functionality, and ethical practices aligns perfectly with the growing demand for conscious consumerism, particularly among women. We are confident that Ellementry will become the leading destination for those seeking to create beautiful and sustainable homes."

Ellementry claims to have achieved double-digit growth in the last financial year, demonstrating resilience and potential for further expansion in the homeware retail sector.