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GLOBAL SUPERMODEL & PHILANTHROPIST NATALIA VODIANOVA

LAUNCHES ELBI IN INDIA, THE COUNTRIES FIRST CHARITABLE

REWARDS BASED SUBSCRIPTION SERVICE

Elbi India is a first of its kind philanthropic rewards-based web and mobile friendly

platform, leveraging the power of technology and storytelling to allow millions of

users to subscribe to a club which allows them to do good, feel good and be

rewarded.

Elbi India will convert each rupee donated to charity into a ‘LoveCoin’, which can be

redeemed to receive the latest technology, fashion luxury must-haves and most

desired items in the Elbi LoveShop. Elbi Drop will give subscribers the chance to win exciting experiences, from meeting

some of their favourite personalities and fashion icons, to the top sports stars, as a

reward for ‘doing good’.

Pioneering charitable giving digital platform Elbi has announced the launch of the first ever

philanthropic rewards-based subscription service in India, Elbi India. Elbi India will harness

the power of technology and storytelling to leverage and transform the lives of millions of

Indians by providing a new web and mobile friendly charity platform, to encourage the

people of India to subscribe to a community-based service in which they are rewarded for

their charitable donations.

Co-founded by global supermodel and Philanthropist Natalia Vodianova and tech

entrepreneur and impact investor, Timon Afinsky, Elbi India is the latest initiative from the

Elbi landscape, which launched in January 2018. Originally launched as an app, and named

by Apple as one of their most innovative ways to give back in 2018, the Elbi app has been

featured as Apple’s “App of the Day” and operates in over 80 countries including USA, UK,

Canada, Australia, Russia, Spain, France and India.

Now available on smartphone devices and online in India, the Elbi India platform will enable

millions of people across India to join a club of like-minded people who want to make India a

better place. They are inspired on the platform to support causes they care about and

through Instagram and WhatsApp, users will discover how their subscription is making a

difference as well as hearing about the exciting rewards. The benefiting charities include the

likes of Magic Bus, Cry India, UNFPA (the United Nations sexual and reproductive health

agency) and WE Movement.

As a reward for subscribing, users will gain access to some of the most exclusive products,

events and opportunities as part of an entirely unique and unprecedented reward system,

the Elbi ‘LoveShop’. Elbi India subscribers are rewarded with ‘LoveCoins’, which amount

to a unique currency for the latest gifts and treats. Each rupee equals to one LoveCoin and

for every month of subscription comes more coins as a reward. LoveCoins can be used to

redeem anything from the latest high-end fashion accessory to securing tickets to the next

must-attend exclusive event. Elbi India also rewards subscribers with the ElbiDrop, which

gives them the chance to win exciting experiences as rewards for ‘doing good’, whether

these are with Bollywood personalities, fashion icons or sports stars.

Elbi India is launching with a view to exploring the true potential of one of the world’s fastest-

growing economies. Philanthropic giving has become more efficient in India, witnumbers of middle-class donors rising. India’s middle class is set to grow rapidly from up to

80 million today to 580 million by 2025, making up 41% of the population1

. The most

promising aspect lies in the fact that India is home to a fifth of the world’s youth, with 600

million below the age of 252

, more than half of the nation’s population. Elbi India’s rewards-

based system will look to connect with the next generation of change makers who want to

make their mark by making Indian society better.

Speaking on the launch of the Elbi India platform, Co-founder Natalia Vodianova

explained the decision to target India with Elbi’s latest project: “India is one of the fastest

growing economies in the world, with the world’s youngest population of energetic change

makers. The ambition, energy and growing entrepreneurial prowess of the country makes it

an extremely appealing proposition for Elbi. I think India is a beautiful country built on strong

values and as a nation it has so much to offer”.

Prior to the launch of Elbi India, Natalia already had a strong emotional connection with

India, having been named as Vogue India’s Woman of the Year in 2017 for her

philanthropic endeavors with Elbi. With Elbi operating on a global level, its portfolio of high

impact initiatives continues to impact lives in multiple corners of the globe.

Speaking on why now was the perfect time to launch Elbi India, Natalia Vodianova added:

“India is a global leader and has the potential to become a front-runner in achieving several

goals for people and the planet. India 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."

Co-Founder Timon Afinsky talked about the power of tech and philanthropy: “India is one of

the world’s leading digital and tech hubs, with great tech proliferation and a greater appetite

for innovation. In fact, over 150 million users now transact digitally, and the Internet user

base is expected to grow to 850 million by 2022, from 450 million in 2017. Elbi India will

open up new ways for philanthropic-minded Indians to contribute towards the causes they

are passionate for, as per the digital age that we live in.

We placed critical emphasis on the UI design and the UX, and the experience is innovative,

seamless and engaging.”

Elbi India has gained support from social impact champions and personalities around the

world, including advisory board member Isha Ambani, who has supported Elbi for the past

three years and has been instrumental in bringing the platform to India.

Elbi India is available to on all electronic devices at www.elbi.in and can also be

downloaded as an app on iOS platforms.

Join the conversation!

#ElbiIndia

-ENDS-

For further information, please contact:

Sterling Media

Tel: +44 20 7801 0077

Email: elbi@sterlingmedia.co.uk

Notes to Editors:

About Elbi

Elbi is an innovative digital platform that is revolutionizing charitable giving by bringing together

people, brands, and charities to make philanthropy easy and rewarding. The platform presents

various charitable causes in the form of short videos that anyone can swipe through. Users can

seamlessly make a donation to that charity using the LoveButton in the platform, powered