From family workshop to design-led brand: Ayush Baid on building ellementry

JAIPUR: Ayush Baid is the founder of ellementry, the home décor and lifestyle brand that has quietly rewritten the rules of how Indian consumers shop for handcrafted design. But ellementry’s story isn’t a typical D2C origin tale. It’s built on more than three decades of manufacturing legacy that most consumer brands simply don’t have.

That legacy traces back to Dileep Industries, founded in 1989, which began as a trading unit for artefacts before growing into a full-scale manufacturing operation across wood, ceramics, terracotta, glass, and furniture, supplying some of the world’s leading home and lifestyle retailers along the way, and picking up multiple Top Exporters Trophies in the process.

When Baid launched ellementry in 2018, the challenge wasn’t unlearning that export-driven, B2B mindset. It was reimagining it for a very different customer. As he puts it, decades of understanding “quality, craftsmanship, materials, global design trends, and evolving consumer preferences across international markets” became the foundation for a brand built specifically for Indian homes and sensibilities.

In this interview, Baid speaks candidly about the questions every homegrown design brand eventually has to answer. Why did it take Indian consumers so long to pay a premium for craftsmanship their own artisans were already exporting abroad? How do you convince a shopper that a handcrafted piece is worth more than a steel or plastic equivalent that does the “same job”? And how does a brand rooted in slow, artisanal craft stay relevant in a market increasingly shaped by quick commerce and instant gratification?

Baid also unpacks how ellementry has approached sustainability not as a premium add-on but as a design philosophy, how the brand manages quality control across a network of over 4,000 artisans while embracing the natural imperfections of handmade goods, and how India’s shifting kitchen culture, from a hidden utility space to the social heart of the home, has directly shaped ellementry’s product design.

1. Building a consumer brand is very different from running a manufacturing business. What is one habit or process from your family’s B2B export world that you had to consciously unlearn when building ellementry?

Building ellementry required a different way of looking at everything we had learnt over the years. I believe the transition wasn’t about unlearning, it was about reimagining decades of manufacturing expertise for the Indian consumer. With over three decades of experience creating products for some of the world’s leading home and lifestyle brands, we have developed a deep understanding of quality, craftsmanship, materials, global design trends, and evolving consumer preferences across international markets.

That became the foundation of ellementry. We combined the strengths of our manufacturing ecosystem with decades of insights into how consumers across global markets lived, entertained, and interacted with their homes, and thoughtfully reimagined those learnings for Indian lifestyles and sensibilities. We began designing for the evolving aspirations of Indian homes and creating products that were not only beautiful and functional, but also rooted in sustainability, food safety, and Indian craftsmanship. Our objective was never just to create products; it was to build a brand that resonates with contemporary lifestyles while celebrating India’s rich craft heritage. That balance between global perspective and local understanding continues to guide every decision we make at ellementry.

2. Indian craftsmanship has long been used by Western retailers to sell premium goods abroad. Why do you think it took until recently for homegrown brands to successfully sell that same craftsmanship back to Indian consumers at a premium price?
I think the honest answer is that Indian craftsmanship never had a quality problem; it had a positioning problem. For decades, Indian artisans were creating exceptional products for some of the world’s leading retailers, but the domestic ecosystem wasn’t built to tell that story to Indian consumers. Handmade products were often viewed either as export goods or traditional handicrafts, while premium consumption was largely associated with international brands.
There was also a gap between craftsmanship and contemporary living. Consumers wanted products that were beautiful, functional, food-safe, and relevant to modern homes, but very few brands brought all of these elements together in a meaningful way.

What has changed over the last few years is the consumer. Indian consumers today are far more design-conscious, thoughtful, and aware of what they bring into their homes. They are investing not just in products, but in spaces that reflect their personality, values, and way of living. Brands like ellementry have helped bridge this gap by presenting Indian craftsmanship through a contemporary lens while preserving the authenticity of the craft and the culture behind it.

Today, consumers are not choosing handcrafted products simply because they are handmade; they are investing in thoughtful design, functionality, authenticity, and a more mindful lifestyle. In many ways, the shift has been from viewing craftsmanship as heritage to embracing it as contemporary luxury.

3. The Indian kitchen has shifted from a hidden, utilitarian space to a social hub in open-plan homes. How has that architectural change shaped ellementry’s product range and design thinking?
The modern Indian kitchen has quietly become one of the most important spaces in the home. Earlier, kitchenware was designed to do its job and disappear into a cabinet. Today, kitchens are open, social spaces where cooking, hosting and conversations happen together, which means the products within them are constantly on display. That shift has fundamentally influenced how we design at ellementry. We no longer think of kitchenware, serveware and décor as separate categories. Whether it’s our bakeware, cookware, kitchen accessories, utilities, organisers or serving collections, every product is designed to transition seamlessly from function to display. A chopping board may become part of a grazing table, a storage jar may sit proudly on an open shelf, and a serving bowl may move effortlessly from preparation to presentation. That’s where our philosophy of form and function comes alive. Using materials such as terracotta, wood, marble and glass, we create pieces that are as beautiful as they are useful. The post-pandemic focus on the home has accelerated this shift even further, with consumers looking for products that feel warm, intentional and crafted rather than purely utilitarian. Today, people don’t want to choose between functionality and aesthetics; they expect both from the same product.

4. For many Indian shoppers, a steel or plastic alternative does the same job at a fraction of the price. How do you use storytelling or packaging to convince a customer to cross that psychological barrier and invest in a design-first, artisanal piece?
Today’s consumers don’t want to choose between functionality and aesthetics. They expect both from the same product. While a steel or plastic alternative may perform the same basic function, what consumers increasingly seek is a product that combines utility with thoughtful design, craftsmanship, and purpose. At ellementry, we offer handcrafted, food-safe products that carry a story behind them.

Every piece is handmade, which means it carries the warmth and individuality that mass-produced products often lack. Storytelling plays a significant role in helping consumers understand the journey behind a product, from the artisan’s skill and the materials used to the inspiration behind the design. We also see our products as part of a larger lifestyle narrative rather than standalone objects. Whether it’s a beautifully laid table, a festive gathering, or a thoughtfully chosen gift, we want customers to imagine how each piece becomes part of their everyday lives.
Packaging is an important extension of that experience because it reflects the same care, quality, and intentionality that goes into creating the product itself. Ultimately, people don’t invest in artisanal products because they simply need another bowl or platter. They invest in products that tell a story, celebrate craftsmanship, and make everyday moments feel a little more meaningful. That, to us, is the true value of thoughtful design.

5. Indian consumers like the idea of sustainability but are often reluctant to pay more for it. How do you keep your sustainable practices financially viable without squeezing margins or pricing yourself out of the market?
I think sustainability becomes expensive when it is treated as a feature rather than a philosophy. At ellementry, sustainability is embedded into the way we think, design, and create, so it is never something we add at the end. We work extensively with natural and consciously chosen materials such as terracotta, ecomix (papier-mâché), cow manure through our Gaudeep range, ceramic stoneware, marble, and recycled glass, while relying on handcrafted processes that are inherently more mindful of resources.
Because we come from a manufacturing background with over three decades of experience, we have the advantage of being closely integrated with production. This allows us to reduce inefficiencies and minimise wastage while maintaining high standards of quality. More importantly, we design products to be timeless rather than trend-driven. A sustainably made product is only truly sustainable if people continue to use and value it for years.

We have always believed that products should deliver both form and function. They should be useful, beautiful, and durable at the same time. Consumers may not always be willing to pay a premium purely for sustainability, but they are willing to invest in products that are thoughtfully designed, well-crafted, and built to last. Our approach is to make sustainability feel effortless by weaving it into the entire product experience rather than presenting it as a separate proposition.

6. Handcrafted products have natural variations, which is part of their charm. But online shoppers often treat any inconsistency as a defect. How do you manage customer expectations and quality control as you scale?
If every handcrafted product looked exactly the same, it probably wouldn’t be handcrafted. Subtle variations are a reflection of the artisan’s hand and are part of what makes each piece unique. At ellementry, we draw a very clear distinction between aesthetic variation and an actual defect. While every piece may carry slight nuances in texture, finish or detailing, the functionality, durability and safety standards must remain consistent. Because we are closely involved in the manufacturing process, we are able to maintain rigorous quality checks and testing protocols before products reach consumers. We also believe in setting expectations early through product imagery, descriptions and brand storytelling, so customers understand that these variations are a mark of authenticity. Interestingly, as consumers become more design-conscious, many have started appreciating these imperfections because they make products feel more personal, human and connected to the craft behind them.

7. Premium home décor has always been a considered purchase, but quick commerce is shrinking consumer patience fast. How is ellementry adapting its warehousing and delivery strategy to meet the instant-gratification expectations of urban shoppers?
Consumer expectations have evolved significantly over the last few years. While home and gifting remain considered purchases, today’s consumers also expect convenience and speed once they’ve made a decision. As a brand, we believe businesses need to evolve alongside changing consumer behaviour rather than expect consumers to adapt to them.
Recognising this shift, ellementry has expanded into quick commerce through platforms such as Blinkit, Zepto, and Swiggy Instamart. Our approach has been thoughtful and curated, with a carefully selected assortment based on consumer data, purchase behaviour, and products that are best suited for convenience-led shopping. This allows us to meet the expectations of urban consumers without compromising the brand experience.

Beyond quick commerce, we continue to strengthen our omni-channel ecosystem through our D2C platform, retail stores, and leading marketplaces, ensuring customers can discover and purchase ellementry through the channel that best suits their needs. For us, the objective is about making thoughtfully designed products more accessible while preserving the premium experience that defines the brand.

8. The Indian gifting market is crowded with conventional choices. How is ellementry repositioning design-led homeware as a gifting category, and how do you manage the supply chain pressure of the festive season?
Traditionally, gifting has been dominated by sweets, hampers, and predictable choices. However, today’s consumers are increasingly looking for gifts that feel more personal, thoughtful, useful, and memorable. At ellementry, we have consciously built gifting into our product architecture by curating collections around occasions, celebrations, and recipients, whether it’s a housewarming, a festive gathering, a wedding, or someone who simply loves hosting.
A handcrafted, food-safe serving piece, a beautifully designed table accessory, or a thoughtfully curated homeware set offers both utility and emotional value, making it a far more meaningful gift. Packaging also plays an integral role, as the gifting experience begins long before the product is opened. It reflects the same care, craftsmanship, and attention to detail that define the product itself.
From an operational perspective, our manufacturing-led model gives us a significant advantage. With close integration across production and a network of over 4,000 artisans, we are able to plan collections well in advance, manage inventory efficiently, and respond to seasonal demand spikes without compromising on quality, craftsmanship, or delivery timelines.

9. Food-safe, handcrafted products are central to ellementry’s identity. How much do you rely on safety certifications as a marketing tool to stand apart from unorganised local vendors?
Food safety has always been an integral part of the ellementry philosophy because our products are designed to be used every day. Coming from a manufacturing background that has supplied global markets for decades, we have always believed that craftsmanship and food safety should go hand in hand. Certifications, testing and quality standards play an important role in reinforcing consumer confidence, especially as people become more conscious about the materials they bring into their homes. What makes ellementry distinctive is the way we bring together food safety, thoughtful design and handcrafted beauty in a single product. Whether it’s a serving bowl, a platter or a dinnerware piece, consumers should be able to enjoy the aesthetics of handcrafted products with complete confidence in their quality and usability. Over time, we have seen that this combination of trust, craftsmanship and functionality resonates strongly with consumers and helps build lasting relationships with the brand.

10. You sell across D2C, online marketplaces and physical stores. Which channel acquires customers most efficiently, and which drives the highest lifetime value?
 Our D2C and marketplace channels are currently the most efficient for customer acquisition because they offer scale, discoverability, and convenience. However, physical stores often contribute to stronger customer engagement and loyalty, as customers can interact with products firsthand and receive personalized guidance. We see the highest lifetime value coming from customers who engage with us across multiple touchpoints, both online and offline.