Mumbai-based The Elefant was founded by Sourabh Jain and Shristi Padia Jain, is a toy and book subscription service.

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The Elefant provides: Expert-curated toys & books tailored to different age groups, A simple subscription model, A cost-effective way to keep kids engaged without new purchases.

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Their goal is to make high-quality toys and books accessible to every child without the burden of ownership.

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The concept is built on sustainability, affordability, and variety, allowing parents to reduce clutter while giving their children access to high-quality, safe, and educational toys.

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The Elefant’s Investment Breakdown: Toys: ₹6 lakh. Setup Cost: ₹50,000. Franchise Fee: ₹1 lakh.

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The Elefant’s Unit Economics: COGS (Cost of Goods Sold): 42%. Branding & Marketing: 8%. Salaries: 28%. Warehousing: 2%. EBITDA: 3%.

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With an EBITDA of 11.3%, The Elefant had a functional financial structure, but its reliance on subscriptions made profitability uncertain.

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Stepping onto Shark Tank India, the founders asked for ₹60 lakh in exchange for 1% equity, valuing the business at ₹60 crore.

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By the end of the discussion, none of the sharks made an offer. Reasons - Subscription Fatigue, Logistics and Supply Chain Complexity, Pricing Issues.

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