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.

Elementum Money has been conceived with the thought of bringing about more conversation around money. If you are looking to gain control, comfort and a better understanding of your relationship with money, you are at the right place. So, let’s start our journey.



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 easy 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 ICICI Bank. I very nearly refused, despite the good raise it offered. 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, 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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