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About Elaa

Women owned, Women led, Elaa is a brand best characterized by a vocabulary of superior quality, classic styles and ultimate comfort.

Dream with us…

We imagined a brand that was conscious in nature, stylish in design, but timeless in form. At Elaa Comfort meets Style in all its glory.

We want women to look good and feel good, all day and every time!

Handmade with love, the Elaa Headband is a wardrobe staple with over 200 options in 12 styles crafted to have a timeless appeal. Our approach with hair accessories and now other verticals remains the same, to give our clients the best products in quality, comfort and style. Choose from custom prints, never seen before 3D embroideries, clean constructs and so much more, made in soft, superior fabrics that gently hold your hair in place, without ripping strands or snagging at them. Each product is treated with love, right from the designing to manufacturing and packaging and is proud to be 100% Made in India.

Join us as we introduce new verticals making Elaa the brand for accessories and jewellery in India and worldwide.

Meet the Co-Founders

Ritika Bharwani Jaisinghani

Catering to women for all their special occasions with her contemporary occasion wear luxury label ’ritika’ for over ten years, Ritika wanted to extend the same sense of style and ease to their everyday wardrobe as well. This was the idea that resulted in Elaa, a ready-to-wear line, launched in 2018 to cater to women looking for exclusive, stylish, versatile and of course good quality clothes.

A fashion graduate from SNDT College, Mumbai, and a Master's degree holder in Fashion Entrepreneurship from London College of Fashion, Ritika finds her inspiration in her clients.

When not tirelessly working on exceeding client expectations, she is a fitness enthusiast who believes in the power of meditation and conscious living. She lives by her principles of honesty, kindness and gratitude for everything in both her personal and professional life.

Urvashy Bharwani Thadhani

Like two sides of a coin, Ritika’s sister Urvashy balances the creative side with her business acumen and has fuelled the growth of Elaa since she joined the brand in 2019. Armed with a bachelor's degree in management studies from Jai Hind College, Mumbai and an MBA from Indian School of Business, Hyderabad she spotted the future potential of the brand and is dedicated to building Elaa together with Ritika.

An avid reader with a keen interest in business bibles, biographies and holistic living guides, she is vegan and practices conscious living in every aspect of her life.