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About Elaa

Elaa is a Women owned, Women led Small Business, inspired by women, designed for women and for women who have an unflinching eye for style and comfort. 

By disrupting the online shopping experience, we are on a mission to empower more and more women to feel and look their best. We do this by:

  • Offering new styles frequently at prices that make indulging easier
  • Letting you create your own unique style by mixing high street brands with luxury names

Our products are flattering, crafted from fabrics that stretch and love you right back and are designed to suit all body types. We cover sizes from XS - XXXL and have over 200 styles of headbands and accessories to choose from.

While we focus on silhouettes and fabrics, the smaller details are what set our creations apart—a pearl accent, subtle tie-ups, ruching or even a crystal brooch to Style your Everyday. 

In addition, we are re-inventing hair accessories with Elaa Headbands. Handmade with love, trending worldwide, tailored to fit you like a glove - Elaa Headbands are a wardrobe staple for most women we know. 

Our clothes and accessories could be a part of your everyday—classic, wearable, made with high quality fabrics and superior finishing. 

Although we only do women’s clothing and hair accessories today, Elaa's vision is to create a world renowned fashion house, one that will last for decades.

100% Made In India With Pride

To keep up with the varied climatic demands of our country, we use locally sourced fabrics like textured cottons, linens, denims, georgettes, silk, crepe, lace and jersey and use surface texturing to make them unique. 

Each product is treated with love, right from the designing to manufacturing and packaging and is proud to be 100% Made in India.

Meet the Co-Founders

Ritika Bharwani Jaisinghani

After 6 years of successfully running her contemporary occasion wear luxury label ’ritika’, Ritika wanted to launch a ready-to-wear line. She was already catering to women for all their special occasions - weddings, cocktails, baby showers and all other milestone occasions.

A fashion design degree holder from SNDT College, Mumbai, and a Master's degree holder in Fashion Entrepreneurship from London College of Fashion, she got inspired by the needs of her lovely clients. 

So she decided to launch something to Style our Everyday. Two years ago, she launched Elaa, to cater to the needs of women looking for exclusive, stylish, versatile and of course good quality clothes.

When not tirelessly working on exceeding client expectations, she is a fitness enthusiast and practices conscious living. 

She enjoys Pilates and Functional Training, and Meditation is an integral part of her life. She lives by her principles of honesty, kindness and gratitude for everything in both her personal and professional life.

Urvashy Bharwani Thadhani

Elaa is all about Innovative Fashion and Conscious Clothing. And Urvashy is the business brain behind Elaa and is responsible for the growth that it has achieved so far.

Ritika had already launched Elaa a year ago when Urvashy joined her in 2019. She has a bachelor's degree in management studies from Jai Hind College, Mumbai and an MBA from Indian School of Business, Hyderabad.

Thrilled with the response during the first year of Elaa and the future potential of the brand, she decided to build Elaa together with Ritika, with a lot of passion and love.

She is an avid reader and reads books across business, biographies and holistic living. She is vegan and practices conscious living in every aspect of her life.

Why Did We Start Elaa?

After being in this space for many years, Ritika realized that there is a gap in the market for several women who wish to dress well in their everyday life. 

They are looking for something more stylish and exclusive but not always from the high street brands. 

That’s where Elaa comes in. Our outlook for Elaa is based on Conscious Fashion, which is why the collections have a timeless appeal. They are not dependent on or released by the season.

An immense amount of work goes into the designing, developing and manufacturing of each product.

Our flagship product line, Elaa Headbands was born out of a dream. They were a trending accessory when Ritika visited London in 2019. She came back and out of the surplus fabrics available in her workshop, started conceptualizing and designing the headbands.

We got such a good response that we made it our vision to make Elaa Headbands available to every woman across India. Our price points are Rs. 500 - Rs. 2000 so there is something to choose from for everyone.