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Ayush Baid reviving the dying arts of India at Ellementry

by Team Conscious Carma June 11, 2021
written 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
June 11, 2021 0 comment
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Zulfi Azad
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Zulfi Azad – Creating markets globally for Indian and Overseas brands

by Team Conscious Carma June 9, 2021
written by Team Conscious Carma

Making it big

Zulfi Azad

When someone lives in a tiny slum, it seems impossible to dream of making it big. The general mentality in a slum that prevails is to be able to earn bread for the family. The transformation from that form of psychology to becoming a big name internationally is a great achievement in itself. The person we are talking about is Zulfi Azad. In the field of Branding and Media Advertising, he is one of the emerging business personalities. He is currently the Creative Director of an advertising and marketing company called Plan Media Private Limited, a Delhi based company.

He is responsible for the positioning and branding of the product/company. He has been in this field for the last fifteen years. The company does not only operate and provide their services in India only; they also have international clients from countries like the USA, UK, UAE and African countries.

His early life and education

He belonged to a very humble and poor family. He is from a small city called Jamshedpur, Jharkhand. He completed his primary from Bihar whereas secondary and higher secondary education was from Jharkhand. He studied in both the mediums of Hindi as well as Urdu. Later, he came to Delhi in 1996 to do his engineering course at Jamia Millia Islamia University where he discovered his interest in Media and Advertising. Though he did not complete his Engineering but did a marvellous career with his passion for Mass Communication. 

From his childhood itself, he thought of becoming a businessman. He used to buy ice for 5 rupees and sell it for 6 rupees. From that small transaction, his business mind started to develop. He very well knew the fact that he could escape his present financial situation by doing something big. And to do something big, one must never stop taking small steps.

Confidence is the key factor

In his college days, Mr Zulfi Azad had a hobby of acting. As he was from the small city of Jharkhand and Bihar was not partitioned at that time, he was taken for granted. But when the college gave him the platform to showcase his talent, he ended up winning Mr Fresher’s contest.

It helped him boost his confidence and keep him motivated for his bright future yet to come. This confidence and his hobby equipped him with stage presentation tactics which in turn actually helped him later to deliver his plans to his clients in an amazing way.

Acting gave him enjoyment and fun in his life and so he thought of joining the theatre. After joining Theatre, he thought of leaving the engineering course and follow his hobby. He started his own production along with his media course.

His very own Plan Media Private Limited

After completing his education, the idea of doing a business still created an adrenaline rush in his mind. He knew that he was destined to be a businessman. He finally decided to sail his ship into the sea.

In the year 2007, he rented a house and a computer and started his business of advertising and marketing. His plan was to go to the market and search for his clients. He firmly believed that out of 100 people, there will surely be one person who is willing to work with him. His aim was to find that one person.

He started convincing people that Zulfi Azad is the name that can help their company to establish a brand value for them and advertise for them. Slowly the number of clients increased from one to ten and ten to thousands. Currently, Plan Media Private Limited has clients from all over the world.

For the past ten years, Zulfi Azad, Director, Plan Media,  is successfully creating markets worldwide for its clients in India, Africa, UAE, the USA and UK.   His continuous and long-lasting efforts have been recognized very well by the media and are being awarded the ‘Zee Young Achiever’s Award’, ‘PRAGYA Success Story Award’ and many other such awards.   “African countries, especially Nigeria, is the first choice in terms of entrepreneurship but when it comes to sales conversion they have to struggle a lot for their existence. Similar is the case with the UAE market. It has the second-largest economy (among Arab Countries after Saudi Arabia) but it lacks in fulfilling customer’s expectations and creating brand strategy at the local and global level”, says Zulfi.  A lot of hard work coupled with effective and customized strategies went into each brand to convert them into well-known entities globally.

Final Takeaway

“Winners don’t talk about bad situations, they deal with it”

Zulfi  Azad.

In our lives, we encounter many ups and downs which are not in our control. But what we make out of it is in our hands.

Mr Azad has seen poverty, financial instability, debts and loss in the business. But every time he has managed to gather himself and direct his destiny towards success.

Zulfi Azad
June 9, 2021 1 comment
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