How Homegrown Homeware Brand, Ellementry is Carving Its Niche in the Indian Kitchenware Industry

The Indian kitchenware industry is an untapped niche, dominated by international players. Within this vast realm, design and food safety are nascent fields that can be filled with branded, handcrafted products centered on sustainable design, product multifunctionality, and aesthetics. Ayush Baid, the Founder of Ellementry, ascertained these findings and then explored the demand for branded handicraft products for everyday use, and gradually paved the stone for Ellementry.

“Availability of my family business' extensive manufacturing facilities, my data analytical skills, and knowledge of changing consumer spending trends online enabled the growth of Ellementry,” Baid shared stating the company’s growth mantra. 

In essence, Ellementry is the D2C (direct-to-consumer) brand of Dileep Essentials and is the retail offshoot of Dileep Industries. This parent company has been in exports for the past three decades.

Data Analytics Comes into Play

The brand primarily offers handcrafted homeware products. Its product offerings include kitchenware, tableware, serveware, décor, and furniture and lighting, etc. Besides this, it has covered all homeware categories and plans to expand in these verticals by experimenting with sustainable materials.

Focusing on the technology part, the company states that it has managed to marry years of experience that its employees bring with data. The garnered data is engendered through consumers is utilized to make informed decisions and also, enhance customers’ experience. 

Following that, market research is the second core for the company’s development. With every transaction made, the firm gathers data that it uses to generate valuable insights which are otherwise missed. 

“We optimize our storefront and hotspot in our store to showcase consumers’ favorite products, furthermore using basket analysis algorithms, we suggest customers’ products. We also do A/B testing at our retail stores and e-commerce website,” Baid said. 

The company is equally focusing on bettering brick-and-mortar stores by adopting a minimalist approach. The minimalist approach is being employed for the stores’ front design.

“Even for our e-commerce store, we have taken care of our user interface, website loading speeds, navigation, SEO-optimized blog posts. All this serves as a pull mechanism to bring in customers,” Baid shared.   

Getting an Upper Hand over Competitors 

Since the brand renders manufacturer-to-consumer offerings, it, therefore, claims to face little competition from other companies that curate similar products. It also asserts to afford competitive pricing, minimal dead inventory, adherence to international food safety norms, and faster lead times. 

“With more than 4,000 artisans and well-designed products, we are also contributing to craft revival and the continuation of craft legacy,” Baid stated.

Social media has enormously helped the firm in coping up with the market competition. The brand has invested in social media advertising, making it easy to attract customers who will buy products and convert or send those products into the company’s sales funnel.

Growth Trajectory 

The company claims to have year-on-year (Y-o-Y) growth is 25 percent. Its products originally represent Indian culture and milieu with an international taste. It informed that through its e-commerce site, it is venturing into the foreign market, precisely the US and European countries. Besides this, it is aiming to become a one-stop solution for all your home improvement.

“We are also going overseas this year, mainly in the US market through marketplace amazon and mom and pop stores,” Baid informed. 

Being in the initial stage, the company is moving toward the right course in the kitchenware sector. By marrying with the latest technology, it will transform into a bigger role in the offing.