About Us

Elitify is a leading premium lifestyle destination, where you realise your style fantasies. It's not just in what you wear, your style is reflected in all your lifestyle choices.

We are a bunch of passionate folks who have great taste and understand what you need to stand out from the herd. Our style team has scoured the streets of every fashion capital and hand-picked the best of the brands and products across Men, Women, Kids, Home, Gadgets, and Fitness categories. Our one simple mission is to help you - "Elevate your style".

Go on - explore, enjoy, and evangelise! 


Core Team

Amit Rawal

Founder and CEO

He is the captain of the ship and as a 'hands on entrepreneur', dabbles in pretty much everything from business strategy to occasional IT support. He is a strategy and technology leader with over 10 years of experience in managing and driving high impact technology initiatives. As a seasoned consultant at Deloitte, he regularly advised CXOs of fortune 50 companies on managing billions of dollars of technology spend.

Amit has a successful track record of creating and implementing strategic solutions that drive sustainable value and create competitive advantages. At Thomson Reuters, he led the P&L management for the global IT operations and built diverse teams with high level of integrity and work ethic. He is a numbers guy and lives by analytics driven decision making. He was a scholar at Emory University, where he completed his MBA in strategy and finance. He also holds Bachelors and Masters degrees in commerce. An entrepreneur at heart with a strong desire and passion for building a world-class and successful organization, where employees love what they do. He loves cricket, food, and travelling and eventually wants to open a restaurant and be its chef. He is based in New Delhi.


Anahat Rawal

 Co-Founder and Head of Editorial

"Style goes beyond the art of looking gorgeous or dressing sharp. It is about elevating your personality every day and in every way, and learning what it means to be bold yet take control of things. That to me is the sign of a poised leader or in other words, an Elitist, who identifies herself or himself as someone who always opts to look higher in life," says Anahat about Elitify. So, we know how this word was coined, and the profound meaning behind it.

Anahat's inspiration behind the instructional pieces was to help men and women perfect their toilette! And to make stressful shopping trips a thing of the past for discerning parents of chic little kids. In other words, it was a part of her vision to offer style advice extending into the lifestyles of diverse personalities. At Elitify, she manages the editorial section, where she loves writing about stylish men, women and kids, and helps others cultivate a personal style.

She derives inspiration from her travels, music, surrealism, and all things Victorian. Anahat is a certified yoga teacher by Yoga Alliance and teaches yoga to children in her free time. She has also led Public Relations and Communications for a start-up in the Defence Sector. Anahat holds an MA in Journalism and Mass Communication from Amity University and a Diploma in TV Journalism from Asian Academy of Film and Television, where she concentrated on documentary film-making. She is passionate about writing poetry, reading, travelling, vintage fashion and films. She is based in New Delhi.

Radhika Chandra


After acquiring an MBA degree and a short stint in the supply chain division of a global chemical and pharmaceutical company, Radhika moved on to lead a successful export house. She curated and manufactured fashion accessories for the largest retailers in the US and Europe, such as Accessorize, Target, Zara, etc. Her creative zeal and an ever-learning attitude proved instrumental in growing the business by leaps and bounds. With ten years of rich experience and well honed knowledge of international sourcing across multiple categories, Radhika brings an essential dosage of product development experience to Elitify. She is based in New Delhi.



Heiko Gruenwald

 Head of User Experience

 Heiko brings to Elitify an innate passion for technology and the difference it can make in people’s lives. He has rich professional experience in leading global and regional product development projects for a Global Fortune 500 company and managing complex product offerings to align with customer and market needs. Heiko holds a law degree from the Universität Passau, Germany and an MBA from Emory University. He serves on the board of trustees of Stiftung Mittagskinder (Lunch Children Foundation), a non-profit based in his hometown of Hamburg, Germany that provides socially disadvantaged kids with free meals and expert assistance and which he advises on the use of New Technologies. He is based in Atlanta.


Style Experts

Madonna Yumnam

Style Expert

Madonna Yumnam works in a market research company in London which deals exclusively with luxury brands including Burberry, Harry Winston, Zegna, Patek Philippe, Vacheron and Constantin, Loewe to name a few. Before this she worked at Hollister co. the sister company of Abercrombie and Fitch. She studied MA in Advertising and Marketing from University of Leeds. She is a blogger, magazine hoarder, food and cocktail fanatic but lives for fashion both new and old. She is based in London.




Strategic Advisors


Carlotta de Franceschi

Vision and Strategy

Carlotta de Franceschi spent 11 years in Investment Banking between New York and London at Goldman Sachs, Morgan Stanley and Credit Suisse, working on both principal and agency transactions across the US, Europe and Latin America. In her last role in London she was responsible for the Italian Public Sector and for the origination of Distressed Assets in Italy. Carlotta graduated summa cum laude in Business Administration from Bocconi and holds an MBA from Harvard Business School. She's fluent in Italian, Spanish and Portoguese. Carlotta's an Italian Cuisine Academist and a published novelist with a passion for infectious bright ideas. She is based in Milan.




Manisha Verma

 Financial Structuring and Corporate Relationships

Manisha is a CPA with extensive experience in entrepreneurship and management consulting. She has helped businesses in various industries launch and grow, and has helped large-scale companies improve operations. She has an extensive network of professionals and has been instrumental in bringing founding teams together. She has an MBA from Emory University with a focus in Finance and Strategy, a Master of Accounting from UNC-Chapel Hill, and a Bachelor of Public Health in Health Administration from UNC-Chapel Hill. Her knowledge of finance, consulting, and accounting makes her a valuable part of our advisory team. She is based in New York.




Neha Chandra

 Brand Management and Marketing

Neha advices ELITIFY on branding, public relations and marketing strategy. She currently works for Volvo Auto India and is a part of the core brand team. Prior to this, she has worked for several global leading brands such as Louis Vuitton Moët Hennessy, Cosmopolitan Magazine, and National Geographic where she led numerous initiatives and campaigns to create and enhance brand value for these companies in India. She is based in New Delhi.