Innovating Play: Case Study of ‘The EleFant’ Brand in India’s Toy Rental Sector

Abstract

The EleFant is a fast-growing start-up that operates as a subscription-based platform that transforms how children play and learn. It has redefined the concept of a book / toy library through their disruptive supply chain optimization. This has given an entirely new dimension to the rental toy market by integrating digitization and sustainability at the same time. The EleFant is able to provide an extensive selection of toys, games & books for ages ranging 0-12 years at a fraction of the cost while catering to a growing child's changing preferences. Parents can become members, order toys that are delivered to their doorstep within 24 hours, & exchange them for a new toy when their child is bored or seeks variety. It enables users to easily browse and order from a vast collection of over 600 + toys. Currently, the platform serves families in more than 18 cities and has garnered 3000+ active paid subscribers. With a network of 80+ dedicated librarians, the company is transforming the way kids play while helping parents manage toy clutter effectively. Impressively, the start-up has achieved a remarkable revenue MRR 80+ Lacs per month. Led by Mr. Sourabh Jain. The EleFant has been funded by investors like Malpani Ventures, Venture Catalyst, Manipal group, etc.