INDIA: When Sourabh Jain of Mumbai faced challenges in finding cognitive development toys for his daughter, he assembled a team comprising an ex-principal, a psychologist, and a pediatrician. Together, they created a subscription-based model that offers affordable rentals for toys and books.
The 34-year-old entrepreneur, initially a chartered accountant (CA), underwent a transformative experience when he became a father. Struggling to bond with his tiny, non-verbal daughter, he realized the potential of interactive games and books to foster connection. This realization sparked his quest for toys that not only facilitated bonding but also contributed to cognitive development.
During this search, Sourabh discovered the scarcity of such toys in the market and their often exorbitant prices. Additionally, he recognized the environmental impact of traditional plastic toys. Motivated by a desire to provide his daughter with the best while ensuring a sustainable future, he founded The EleFant—a toy rental company driven by passion.
The EleFant, operating in 14 major cities across India, offers a subscription service that caters to the needs of working parents facing the challenges of balancing work and family responsibilities. Sourabh, with a background in business, aimed to simplify the process for parents by providing a reliable and effective subscription model.
Emphasizing the importance of toys being both enjoyable and educational, Sourabh enlisted the expertise of a psychologist, a pediatrician, and an ex-school principal to curate a selection of toys beneficial for children’s development. The result is a company with over 250 subscribers, 2,000 daily app downloads, and collaborations with 70 toy companies.
The subscription model includes three plans—Garden, Estate, and Forest—ranging from two to four toys at a time with free monthly deliveries. These plans, priced between approximately Rs 750 and Rs 1,400, cater to various preferences and family dynamics.
Sourabh’s vision extends beyond providing a service to an elite club, aiming for inclusivity and accessibility for all. The EleFant seeks to establish a circular economy, promoting the reuse of toys to reduce costs and benefit the environment. With a focus on sustainability, affordability, and enriching children’s development, The EleFant stands as a testament to Sourabh’s commitment to creating a cleaner, greener, and more enjoyable world for the youngest members of society.
