From Wall Street to Wellness
This is the story of two quixotic and adventurous people who could never ignore the calling of their hearts. Their weakness: chocolate. Their strength: each other.
Alak and Kushal did not set out to start a chocolate company. In fact, their journey began in the fast-paced world of Wall Street, where both built successful careers as traders and portfolio managers. On paper, everything seemed perfect. Successful careers, financial stability, and a life that checked all the right boxes. But beneath the surface, something was missing.
The Sweet Spot
The idea for Elements was born over countless cups of steaming hot chocolate. Alak started experimenting in the kitchen, blending the principles of Ayurveda with Kushal's favorite indulgence: chocolate. Kushal bravely took on the role of official taste tester, risking both his waistline and his relationship to give brutally honest feedback as they perfected their recipes.
Meet the Founders
Alak Vasa, Co-Founder
A former algorithmic trader at Goldman Sachs, Alak traded Wall Street for wellness. A USC graduate in Computer Science, she is also a certified meditation and wellness instructor with the Art of Living Foundation. Alak calls herself an "approximate chef," whipping up balanced, delicious meals on the fly. Her secret ingredient? Love. When she is not in the kitchen, you will find her practicing her cello.
Kushal M. Choksi, Co-Founder
From Wall Street quant to startup founder, Kushal's journey has been anything but ordinary. After leadership roles at Goldman Sachs and BlackRock, he co-founded Hubbl, which was later acquired by Airpush. A Carnegie Mellon graduate and Penguin Random House author of On a Wing and a Prayer, Kushal serves on the board of the International Association for Human Values (IAHV). He loves his six-string guitar and often expresses his thoughts through doodles that he thinks are funny.
Our Mission: Making Food Right Again
We are in a health crisis. People are exhausted, inflamed, disconnected, and it all starts with food. The truth is, we are not eating real food anymore. We are eating food-like products. At Elements, we believe when you eat right, you feel right. That is not a tagline. It is our truth.
Our mission is to create Ayurveda-powered products that bring real nourishment back to food, whether it is a moment of indulgence or an everyday essential. Because when you eat right, you feel right.
Our Promise
We invite you to honor your cravings. Our products do not just satisfy, they nourish your body, mind, and spirit. Every bite delivers the joy and satisfaction you deserve, backed by 5,000 years of wisdom and modern nutritional science. This is food that loves you back. This is indulgence reimagined. This is Elements.
Our Commitment to Sustainability
"Farm to bar" is not a tagline for Elements. It is the operating manual. Their single-origin cacao can be traced back to its exact origin: the specific farm, the individual farmer, even the particular parcel of land where it was grown. Their cacao is sourced from Rainforest Alliance Certified farms in Ecuador's Cerecita Valley, where shade-grown, regenerative farming practices protect forests, support biodiversity, and ensure fair wages and safe conditions for every farming family involved.
Elements sources 100% directly from small and mid-size family farms, with no traders or middlemen. They guarantee above-commodity pricing to ensure farmer sustainability and maintain long-term partnerships that allow farmers to plan and invest in their land. Every batch is rigorously tested for heavy metals and pesticide residues, with results published openly on their website. Their packaging is entirely plastic-free and draws from Gond art, an ancient Indigenous art form from India, weaving cultural preservation into every product. And 25% of all profits are donated back to causes that align with their mission.
