Money – The one word which has the potential to make people feel a myriad of emotions. Money remains a taboo topic in India. You talk openly about it and one of the first reactions is bewilderment or uncomfortable squirming.

People believe money is simply a matter of facts and numbers. However, recent research suggests money is a much more integral and a very emotional aspect of our lives. We learn what we see and our experience through our life defines our financial mindset, spending habits and even how we feel about money.

Finance can be simple. Personal finance can be customized to the person’s needs. As a woman, I want to talk about things that other people in the industry might not, but which are important to get women to pay this aspect of their lives more importance.

Elementum Money exists to empower women to think about their financial dreams, chart out a course towards it and succeed in achieving it.

Elementum Money is a place that houses simplified personal finance information that does not use jargons or confuse but simple educate readers enough to make informed decisions. It is a community where no money dream is too big or too small, laughable or weird or even unachievable for that matter.

Read all about this direction of Elementum Money.



For a long time, “Finance” has been the F-word in my life that I have quietly tiptoed around. I always thought it has never come easily to me. Income tax returns would mean long uncomfortable conversations with my father.

Just when I was determined to keep my distance from the world of Finance and Banks, I got an offer to join as a marketing manager at India’s largest private bank. I very nearly gave it up, but then they made me an offer I couldn’t refuse. And then life happened. I joined the bank, started understanding financial products better and finally over the years ended up reading a lot on Personal Finance as well.

One bank later and well in my second bank stint, my quest was still on and I enrolled in completed the Certified Financial Planning course. While that gave me the numbers for the game, the softer aspects were still missing. The idea of combining the basics of financial planning with the essential money matters of the heart led to the rise of Elementum Money.

Say hi to me at: aparna@elementummoney.com

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