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Saturday, July 24, 2021

This startup is constructing interactive, personalised and story-led merchandise to attach youngsters with their household

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Through the years, parenting kinds have actually developed. In an more and more aggressive world, each dad or mum desires their youngsters to be among the many greatest, which typically leads them to sideline happiness to the periphery.

Recognized one another for the reason that first customary, Mumbai-based Rahil Shah and Keshav Marda, attended the identical faculty and had the identical pal circle. Recalling their childhood, Rahil tells,

“For us, childhood was just fun and playing around! And learning was automatically a by-product of what you were doing.”

Later, they realised that each the youngsters and fogeys really feel stressed within the rat race to realize success. Additionally, as a consequence of mobiles turning into simple to make use of, youngsters are utilizing them excessively and, in flip, turning into extra aloof.

Rahil believes, “what’s good for your children can be made fun for them too!”

So, with an purpose to make youngsters’s lives happier, they launched Elemeno Youngsters in February 2018. The startup’s interactive merchandise are aimed in direction of cognitive-holistic growth and constructing the emotional quotient (EQ) of the household.

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The startup’s identify is derived from the nursery rhyme youngsters are made to study when they’re taught the English alphabet.

“When we started, we were looking for a name that would cut across boundaries, that would be familiar, universal and that would bring a smile. And that took us back to the alphabet song. And no matter where you’re from, where you’ve done your schooling, when you were belting out the alphabet song, ‘LMNO’ always came out as one – hence, Elemeno,” Rahil explains.

The primary product

The startup launched its first product in July 2018 – ‘Spotted!’ bedsheet – and the co-founders say that up to now, it stays considered one of their greatest merchandise. Accessible in two sizes (single and double bedsheets), the bedsheet is a large canvas full of 200 doodles. The USP of the product is that it’s colourable, washable, and comes with a set of flashcards and colors.

Ranging between Rs 2,500/- to Rs 3,000/-, the product can be utilized by anybody between the age teams of two to 12 years, and the startup claims to have offered Rs 12 lakh value of this product up to now.

Elemeno’s product portfolio ranges from video games, actions, residence decor, bodily endurance, IQ and EQ creating habits, worth/moral-based, journey actions, and many others for anybody within the age group of two to fifteen years.

Since its inception, the startup has launched plenty of merchandise – starting from the noticed bedsheet to their transportable household health impediment course, customised travel-friendly exercise books, to household video games.

“We’re developing products that are designed to delight first and develop second. So, today, we sell proprietary products that foster connections that are interactive, personalised, developmental, story-led, and more,” provides Keshav.

Noticed bedsheet by Elemeno

The workforce

With a background in promoting, design and communications, Rahil has received a number of worldwide and home accolades for his work. Prior to now, he has labored on creating content material, campaigns, and communications for well-liked manufacturers corresponding to Cadbury, Amul, Mahindra Lifescapes, Castrol, and Zodiac.

Trying into newer, extra artistic and significant methods of participating youngsters in addition to their households, Rahil and his workforce conceptualise, develops, and designs Elemeno’s bodily in addition to digital merchandise, in addition to handle their communications on social and broadcast media.

With an MBA in Enterprise Design and Entrepreneurship, Keshav has been in enterprise for over seven years now. His previous experiences have led him to journey to over 30 international locations in addition to India to achieve cultural and life-style experiences.

Keshav appears to be like into the startup’s enterprise growth, growth and negotiations. He and his workforce’s purpose is to get Elemeno’s merchandise, messaging and story as far and as large as they’ll.

At present, together with the co-founders, the startup has a workforce measurement of 12 members throughout product, advertising and marketing, gross sales, and enterprise growth.

Income and market measurement

The startup works on a B2C mannequin with its portfolio of merchandise ranging by way of age, experimenting with completely different supplies, and being multi-usable.

“From necessity-based products to games, cultural products and lifestyle products, we have it all covered. We sell across multiple distribution channels, including at online avenues such as our own website, social media, and third-party platforms. On the other hand, offline avenues include modern trades, location-specific kiosks, and kids stores. Parent partners and organisations have become another source of outreach for sales,” provides Keshav.

Elemeno has shops in Mumbai, Delhi, Hyderabad, and Surat, and plan to start out displaying merchandise after the lockdown.

In response to imarc report, the Indian toys market reached a worth of $1.23 billion in 2020, and is predicted to develop at a CAGR of 12.2 p.c throughout 2021-2026.

The bootstrapped startup has generated a income of Rs 60-65 lakh up to now. The co-founders say that it has 2,500 clients, 20 dad or mum companions, 10 companion collaborations, eight colleges, and 15 company shoppers.

“Our products are based on family interaction and development of the child, which makes Toiing our closest direct competitor. Although, we also consider FirstCry, Intellkit, Class Monitor, Magic crate, Shumee, Smartivity, Flintobox, and Skillmatics as our indirect competitors as well,” provides Keshav.

The street forward

Rahil says that the startup has plans to increase its distribution channels in India and export as effectively.

“We will focus on products based on India and its culture. Further, we plan to open experiential stores and hire new talents from across the country,” he provides.

“We are looking at raising funds in the near future. We want to reach out to as many families as possible. We endeavour to launch new products which excite us as well as them. We are extremely thrilled about the challenges and milestones that lie ahead,” Keshav indicators off.

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