Ayush Baid reviving the dying arts of India at Ellementry

by Team Conscious Carma
Ayush Baid, founder, ellementry

Employing local artisans and bringing their talent and skill in the limelight came easily to Ayush Baid, the founder of Ellementry. He has grown up seeing his father, Dileep Baid, an award-winning Indian handicraft products exporter, successfully running his business for the last three decades. He wanted to bring this handcrafted goodness made available to the Indian consumers too, and that is how the brand was born. 

Ellementry, a two-year-old Indian lifestyle brand, specializes in sustainable tableware, furniture and accessories which are handcrafted traditionally, but are contemporary in its avatar and are borne out of responsible actions.

All the products are handmade in India by the artisans who are employed throughout the year by the company. The brand with their in-house terracotta, papier-mâché and ceramic units are not just providing a means of survival to local Indian artists, but are also ensuring that the artisans pass on the art form to younger generations, thereby reviving the dying arts of India.  

“Ellementry has created a space that allows local artisans to flourish. I feel elated  in sharing that today we are providing full-time employment to more than 4,000 artisans, who were earlier unable to make a healthy living with the income that the art generated. We are working with the same artisans and their new generation that is working for our parent company”, says Ayush Baid, Founder, Ellementry.  

Ellementry is a brand that epitomizes simple luxury through handcrafted lifestyle products. Breathing life into the mundane with exquisite design elements that seamlessly marry functionality is the essence of the brand. Inspiration from nature, season, colour, mood, culture and life itself, Ellementry products are handcrafted with utmost attention to detail. Rooted in indigenous culture and wisdom, they are adapted to modern sensibilities with the core promise of making each day beautiful for you. 

Their creations are contemporary, timeless and are borne out of responsible actions based on the six pillars: Handmade – by artists and craftspeople; Fusion – of beauty and utility, materials and finishes; Sustainable – from ideas to end product; Form & Function – the products look just as good as they do good; Culture Revival – reimagining through traditions; Food Safe – international standard materials and finishes. As a result, every product is a blend of mind and soul, sense and sensuousness. 

Within a short span of two years, the brand has opened four stores across India and is looking at making Ellementry a household name in the World of exquisite lifestyle products.

Few Highlights of the brand sustainable practices

Passive Sustainable Design: The large window panels at their headquarters in Jaipur is used to allow sunlight to pour in throughout the day; hence less use of electricity is required during the daytime. The earthen pots insulation system is used to reduce the heat.

Active Sustainable Design: Implemented high-efficiency electrical, plumbing, HVAC, and other systems, designed to have minimal environmental footprints while creating energy and comfort. 

Renewable Energy System: In a hot climate like Jaipur, 80% of our energy requirement ours is fulfilled with solar panels that are placed on the roof & on the car-parking shed. 

Greener Building Material:   Use of eco-friendly and lightweight fly ash bricks and reclaimed industrial wood in the structure. 

Native Landscaping: The large garden area with plants and greenery is maintained to keep the area naturally cool. Even the open space inside the building has plants and trees to reduce the solar heat gain inside the building even during the hottest time of the day.

Packaging: The packing of the products is mostly eco-friendly as we are using eco-friendly honeycomb packaging material. Even at their stores, they don’t use plastic or paper bags, but use recyclable and sturdy cotton bags that can be used as a tote bag, a shopping bag or even a vegetable bag and more.  

ellementry products

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