Natalia Vodianova’s Elbi makes donating to charity a fun experience

How many of us put aside a small percentage of our monthly income to do a small but significant good deed? Either by sponsoring a girl child’s education or curbing our carbon footprint. Many of us also save up to buy that new season Louis Vuitton x Supreme tote or Balenciaga Triple S sneakers we’ve been eyeing. Natalia Vodianova, supermodel and founder of Naked Heart Foundation, had an aha moment in 2018 when she built a bridge between her two passion points—fashion and charity. Enter Elbi, a digital portal that has already found its footing with millennials around the world for its aim to make giving easier. “Think of it as a Netflix for charity or a club for do-gooders,” says Vodianova in an exclusive chat with us ahead of the launch.

Co-founded by Vodianova and tech entrepreneur Timon Afinsky, an Elbi launch in India was always on the cards. “India is a global leader and has the potential to become a front-runner in achieving several goals for people and the planet. It is therefore our first country of choice in the region, and if we can help make an impact here, we will make an impact everywhere,” explains the Vogue India Women Of The Year 2017 Global Philanthropist and Style Icon Award winner. Above all, the initiative targets millennials like you and I who live on smartphones and are into shared experiences and community life. It even has a fellow millennial, Isha Ambani, on board as the Elbi India board member.

So how does it work? You subscribe, and automatically a certain amount goes towards the United Nations India charities aligned with the portal, like Magic Bus, Cry Foundation (and many others that you can pick according to what you truly believe in). As you donate every month, you acquire points or ‘LoveCoins’, which you can then use in the website’s ‘LoveShop’ that sees brands like Louis Vuitton, Off-White, Stella McCartney and Adidas featuring their newest collections. We sat down for a quick chat with Vodianova to know more about her new venture.

What do you want to achieve in India through Elbi.in?

Elbi is coming to India in a very unique manner. Elbi India will be the first platform to reward its users for giving, as it makes ‘giving’ as convenient and rewarding as possible. It’s a subscription-based model that provides users access to exclusive content. Elbi India is building on the incredible success of our global platform that launched in January 2018, where our main partner Apple featured us in over 70 countries as App of the Day—we were also listed as one of the top 10 most innovative ways to give back in 2018.

We all are aware that India is at the crossroads of transformation and is striving hard to end extreme poverty and inequalities especially in gender and social disparity. But several strides are in place to achieve this, not only from governments but also its people. Elbi India harnesses the power of technology and storytelling to leverage and transform the lives of millions of Indians. Our web-based platform spotlights the work of various charities aligned to United Nations Sustainable Development Goals, and several charities in India such as Magic Bus, Cry India, UNFPA (the United Nations sexual and reproductive health agency) and the WE Movement, are already benefiting from philanthropic contributions. It is super simple to join this community. When you enter the web platform, subscribe to the cause you feel passionate about, choose your subscription level (prices start at a very reasonable Rs 50 a month), and join the club to make India a better place.

What would you suggest to the next generation that wants to do good but isn’t sure of how to go about it?

Firstly, join Elbi India. There will be lots of opportunities to get involved and join a community of like-minded others. I also think you should always try and change the world by doing something you love. There are many causes and charities out there that you can volunteer for, whether it is through sports, music or the arts. There is always a way to help. I also think doing small things every day is really important. Thinking about what you buy or how you can help more at work can often give you a rewarding experience, as well as contemplating what you can do, big or small, to make a difference in the world. But it’s important for us to try and make it fun for our users. It will mean you give more to the cause, and you might just make some new friends along the way too.

Elbi India is available to on all electronic devices at Elbi.in

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