Women-owned, women-led, Elaa is a brand that epitomizes exceptional designs, fine quality and timeless products.
Co-founded by two sisters, Ritika and Urvashi, the vision for Elaa was to share their love for Fashion and Indian Artisan made craftsmanship with the world.
We want women to look good and feel good, all the time.
Elaa was started in 2018 by Ritika, who has her contemporary occasion wear label ‘ritika’. She would often hear it from her clients that she should diversify into affordable designer clothing and accessories. And so she launched a Clothing line in Elaa to cater to her clients.
The first batch of Headbands were upcycled from the leftover fabrics of Ritika and Elaa and they were an immediate sell out, with clients asking for more.
We created Headbands out of passion and love for beautiful unique prints, textiles and embroideries. We diversified into Masks and Mask chains during Covid which gave us our first insight into how Jewellery is made. Our first collection the Initial Pendant with Evil Eye was loved and adorned by celebrities such as Bipasha Basu, Kiara Advani, Madhoo, Soha Ali Khan, Sophie Chowdhury, Huma Qureshi to name a few.
All our Headbands are Hand made and Hand embroidered and all our Jewellery is Hand made and Hand crafted and 18K Gold Plated. It doesn’t tarnish in everyday use and doesn’t cause rashes on our skin.
We offer Free Shipping above Rs. 500 and Easy Exchanges and Returns.
Our Brand is an extension of our personality. We are not here to make just a one-time sale to our customers but instead to develop a relationship with that customer who will come back to us time and again. We have been fortunate enough to be thought of by our clients as the preferred brand for all their gifting needs.

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 10 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 that was launched in 2018, a ready-to-wear line of clothing which later extended to Designer Women’s and Children's Headbands and 18K Gold Plated Jewellery.
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 working on exceeding client expectations, she is a fitness enthusiast who believes in the power of meditation and conscious living. 

Urvashi Bharwani Thadhani
Like two sides of a coin, Ritika’s sister Urvashi balances the creative side with her business acumen and has fueled 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 Designer Women’s and Children's Headbands and 18K Gold Plated Jewellery, 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.