For Ellementry.com, an online and offline store for handmade household kitchen ware and furniture, digital and print are the primary marketing mediums to reach out their target groups.
âDigital is the lead medium of communication for the brand. However, to build awareness, we advertise on print media,â said Vibhas Sen, Marketing Head, Ellementry.com.
Out of its total marketing budget, the brand allocates 50% for digital and 40% for print, and the remaining 10% for events and installations.
However, a shift in budget allocation is expected by the third quarter, when the brand has planned to launch a TVC campaign.
âThe brand is planning a TVC campaign that will be launched around Diwali. 15% of the print spend will go to the TVC campaign,â said Sen.
Speaking on their business expansion plans, Sen said, âWe are working on increasing our furniture and kitchen ware ranges. The brand will open five retail outlets in tier I, II, III cities by end of this year.â Mumbai, Hyderabad, Goa, Delhi and Bengaluru will have offline stores.
According to Sen, the USP of the brand is the product sustainability, handmade designs and eco-friendly products.
The brand focuses on improvising its product and services for the remaining quarters of FY 19-20.
Speaking on venturing into this segment, Ayush Baid, Founder, Ellementry.com, said, âMy undergraduate studies gave me a good exposure to how the e-commerce world functions and the different nuances associated to it. Doing data analysis for my fatherâs products and figuring the probability of it working in India made me realise that India is a huge potential market for such products. Thatâs when I suggested this idea to my father of retailing his products in India through an e-commerce website and his belief in my idea gave birth to Ellementry.â
The product segments offered in Ellementry.com are the ones handled by Baid family for the last 28 years. Deelip Baid, the chairman of Ellementry.com, had been white labelling and manufacturing their range of household and small furniture products to the international market in the past under Deelip Industries.
âThe brand saw a success of product sales in the international market, when it used to manufacture these products for international brands,â adds Baid.
Speaking on the brandâs experience so far, Baid said, âEllementry.com was found on September 13 last year. The journey has been very great for the brand, even though we have not completed one year, we have a good percentage of customer base and clocked good revenue.â