Kolkata: Bollywood actor and entrepreneur Shilpa Shetty Kundra has joined direct-to-consumer (D2C) kids’ lifestyle brand Rosada as a strategic investor, strengthening the company’s growth ambitions as it expands its online and offline presence across India.
While the financial details of the investment remain undisclosed, the partnership marks another example of celebrities taking active ownership roles in India’s rapidly growing startup ecosystem.
Rosada Strengthens Growth Plans with Celebrity Backing
Founded in 2014 by husband-wife duo Shalu Agarwal and Bhupesh Agarwal, Rosada is a Kolkata-based D2C brand specializing in personalized children’s products, baby essentials, and lifestyle accessories.
The company’s product portfolio includes:
- Kids’ bags and backpacks
- Bedding and nursery products
- Travel accessories
- Home décor items
- Utility products for infants and young children
Rosada operates with an in-house design and manufacturing model, allowing it to maintain quality control while offering customized products tailored to modern parents.
Digital-First Business Drives Revenue
The startup follows a digital-first strategy, with approximately 90% of its revenue generated through its official website.
In addition to direct sales, Rosada sells its products through major ecommerce platforms, including:
- FirstCry
- Amazon
- Myntra
The company is also planning to deepen its presence across additional online marketplaces as part of its next growth phase.
Offline Expansion Plans Underway
Beyond ecommerce, Rosada has begun strengthening its retail footprint.
The brand is currently available at 12 Hamleys stores across major Indian cities such as Bengaluru, Hyderabad, Delhi, and Kolkata.
Rosada is now preparing to launch its own Exclusive Brand Outlets (EBOs), starting with a flagship showroom in Kolkata expected to open within the next few months.
The company aims to establish 6 to 8 exclusive stores across India over the next year.
Shark Tank India Boosted Brand Visibility
Rosada gained national attention after appearing on Shark Tank India Season 5, where it secured an investment commitment of ₹1.25 crore at a valuation of ₹25 crore.
The deal was backed by prominent investors:
- Aman Gupta (Co-founder, boAt)
- Namita Thapar (Executive Director, Emcure Pharmaceuticals)
- Ritesh Agarwal (Founder, OYO)
The startup competes in the growing children’s products market alongside brands such as Little Pipal, Malabar Baby, and Kidbea.
Celebrity Investments Becoming a Startup Trend
Shilpa Shetty’s investment reflects a broader trend of celebrities becoming investors and strategic partners rather than simply endorsing brands.
Recent examples include:
- Anushka Sharma joining Agilitas Sports as an investor and collaborator
- Kriti Sanon investing in jewellery brand GIVA
- Cricketer Ajinkya Rahane backing footwear startup Chupps
- Cricketer Riyan Parag investing in deeptech startup Proxgy
India’s D2C Market Continues Rapid Growth
Rosada’s expansion comes amid strong momentum in India’s D2C sector.
Industry estimates suggest the Indian D2C market could grow from $65 billion in 2026 to $310 billion by 2031, representing a compound annual growth rate (CAGR) of approximately 37%.
With celebrity backing, growing consumer demand, and an aggressive retail expansion strategy, Rosada is positioning itself to capitalize on the next phase of growth in India’s children’s lifestyle and baby products market.
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