When 34-year-old Sourabh Jain first grew to become a father to his daughter, his perspective on life modified. Like every dad or mum, his daughter grew to become his world. 

Nevertheless, he struggled with bonding together with her at first. “She was so tiny and couldn’t communicate. I didn’t know easy methods to bond together with her. That’s after I realised that video games and books are interactive and supply a chance to spend hours together with her,” he recalled in a dialog with The Higher India.

Thus started the hunt for video games and toys that not solely helped him bond along with his daughter but additionally contributed to her cognitive growth. Throughout this search, he realised that not solely are these toys and video games laborious to seek out, however they will additionally burn a gap in a single’s pockets.

“One other realisation was that it is rather laborious to make toys eco-friendly. There’s some quantity of plastic at all times current and it’s dangerous to the setting and the little ones,” he says. 

Whereas he aspired to present his daughter the world, he additionally endeavoured to depart behind a cleaner, greener, and extra sustainable world for her. Immediately, he owns The EleFant — a toy rental firm, or in Sourabh’s phrases, ‘a labour of affection’.

The corporate has a buyer base in 14 main cities in India, together with Delhi, Mumbai, Chennai, Indore, Bengaluru, and so on. Inquisitive about how the enterprise works and how one can lease toys on your youngsters? Learn on. 

Sustainable, age-appropriate and enjoyable 

Born and raised in a enterprise household, Sourabh at all times had an entrepreneurial mindset. Regardless of working as a chartered accountant for many of his life, he harboured a persistent curiosity in beginning his personal enterprise.

“The concept for EleFant emerged from the will to supply the most effective toys for my daughter, but it surely’s additionally a model for folks like us,” he explains.

Amid altering household dynamics, Sourabh noticed the rising problem for folks who juggle work and residential obligations concurrently. “More often than not, I might be working, leaving little room to exit and seek for toys. I wished to simplify one factor for working dad and mom like myself,” he says.

The transition from the company world for Sourabh was gradual. “The concept started taking form in my thoughts in 2022, however I wished a strong plan of motion. I aimed to supply dad and mom a dependable service and an efficient subscription mannequin,” he provides.

Sourabh additionally emphasised the significance of guaranteeing that the toys supplied to youngsters will not be simply fulfilling but additionally participating and academic. “As a dad or mum, I perceive how essential it’s for youths to have the precise setting on the proper time to encourage them and assist them develop,” he says. 

In pursuit of this idea, Sourabh enlisted the experience of a psychologist, a paediatrician and an ex-school principal to discern the varieties of toys that will be most helpful for youngsters.

“After practically a yr of creating the idea and guaranteeing that each one our toys meet the best high quality requirements, we determined to launch the model,” he states.

Presently, the corporate has a buyer base of greater than 250 subscribers with over 2,000 downloads of the applying per day. In addition they have collaborations with 70 toy firms the place they supply their toys. 

Amongst these 250 subscribers is Rahul Bhauwala from Mumbai who rents toys for his 6-year-old. “I’m a working skilled and I hardly get any time to exit and spend hours searching for and shopping for toys. I might use that treasured time to play with my youngster as an alternative. For this reason I really like utilizing The EleFant app. They’ve a variety of toys that are categorised as per age. The merchandise are very well-packaged and my son beloved opening them because it appeared like a gift to him,” he says. 

“We goal to determine a round economic system the place toys are reused repeatedly. This not solely cuts prices but additionally advantages the setting. Contemplating how rapidly youngsters outgrow issues, toys usually find yourself in landfills,” he explains.

Pocket-friendly for folks and enjoyable for youths

Whereas the behavior of reusing and thrifting might need began trending not too long ago, if we glance again to our childhood, sharing youngsters’s belongings has at all times been a part of our tradition. 

“We might cross down our toys and garments to our chachi, mami’s (aunts) youngsters. Nevertheless, with the nuclear household setup, this development has declined. I believe it was this observe that has made folks place their belief in us too,” he says.

Recalling the preliminary response of the folks he says, “The dad and mom had been very delighted and confirmed encouragement. Whereas they had been just a little sceptical of sanitation since these merchandise will probably be reused, I defined that we now have a sanitation course of and each toy that reaches their child is protected for consumption,” he says. 

Moreover, the librarians and toy consultants of Sourabh’s crew are all dad and mom who perceive the necessity for sanitation and hygiene of the merchandise and ensure they’re correctly sanitised. 

“Our content material is solely centered on information, development, and growth. We firmly imagine within the essential position of toys and books in enhancing youngsters’s abilities. Presently, we provide a various vary of 14 toy classes,” he says speaking in regards to the means of subscribing to The EleFant. 

The classes embrace STEM-based toys, board video games, artwork and schooling, faux play, sound books, instructional books, and extra. 

“The abilities we give attention to embody modal abilities, gross motor abilities, bodily and emotional growth, in addition to social, environmental and relationship understanding, amongst others,” he says. 

The registration course of entails downloading the app, and as soon as on-line, they will proceed to grow to be a member, they will select from the out there packages.

“We provide three plans: Backyard, Property, and Forest. The Backyard plan permits for 2 merchandise at a time with two free deliveries per thirty days, costing roughly Rs 750 month-to-month. This plan fits households with youngsters deeply engaged in particular actions. The Property plan, our hottest, gives three merchandise at a time and three free deliveries month-to-month, averaging round Rs 1,000, catering to curious youngsters wanting to discover new issues,” he says. 

The Forest plan is right for tremendous energetic youngsters or households with two youngsters of various age teams, providing 4 toys at a time with 5 free deliveries at a mean of about Rs 1,400 per thirty days.

‘These plans are well-defined, economical, and reasonably priced, permitting prospects to take pleasure in quite a lot of toys tailor-made to their preferences,” he provides. 

Sourabh says that he wished to make a enterprise that caters to all. “Our intention was not solely to cater to an elite membership, making it an costly and unique service. As a substitute, we aimed to supply a chance for everybody to present their youngsters every little thing in a sustainable method. The worth is saved this fashion, emphasising inclusivity and accessibility for all.” 

Should you want to check out Sourabh’s distinctive subscription mannequin, click on right here to down the applying. 

(Edited by Padmashree Pande)