Shilpa Shetty Invests In D2C Kids’ Lifestyle Brand Rosada

D2C kids’ lifestyle brand Rosada has onboarded actor Shilpa Shetty Kundra as a strategic investor, as it looks to expand its footprint across India.

However, the startup didn’t disclose the financial details of the deal.

Founded in 2014 by husband-wife duo Shalu and Bhupesh Agarwal, Rosada is a Kolkata-based D2C brand that designs and manufactures personalised children’s accessories, everyday essentials, and baby products.

Its portfolio includes bags, bedding, travel accessories, décor, and utility products for infants and young children. The startup claims that its in-house design and production capabilities enable tighter quality control and stronger design aesthetics compared to typical offerings in the category. 

Rosada operates primarily through a digital-first model, with around 90% of revenue coming from its official website. It is also present on marketplaces such as FirstCry, Amazon, and Myntra, and is planning further expansion across ecommerce channels.

On the offline front, Rosada is present across 12 locations through Hamleys stores in cities, including Bengaluru, Hyderabad, Delhi, and Kolkata. The startup also plans to open exclusive brand outlets (EBOs), with a new Kolkata showroom expected to open in the next 1-1.5 months. It plans to launch 6-8 EBOs across India over the next year. 

The startup also appeared on Shark Tank India Season 5, where boAt cofounder Aman Gupta, Emcure Pharmaceuticals’s executive director Namita Thapar, and OYO founder Ritesh Agarwal committed ₹1.25 Cr at a valuation of ₹25 Cr. 

Rosada competes with the likes of Little Pipal, Malabar Baby, Kidbea, among others.

The development comes at a time when India’s startup ecosystem is witnessing a clear shift in how celebrities engage with brands, moving from traditional endorsements to becoming investors and strategic partners.

For instance, just days ago, Agilitas Sports onboarded actor Anushka Sharma as an investor and strategic collaborator as it expands in the athleisure segment. Similarly, jewellery brand GIVA roped in actor and Hyphen cofounder Kriti Sanon as both brand ambassador and investor.

This year has also seen several other celebrities and sports personalities investing in startups, including cricketer Ajinkya Rahane in footwear brand Chupps and cricketer Riyan Parag in deeptech startup Proxgy.

At the heart of this lies India’s D2C market, which is expected to grow from $65 Bn in 2026 to $310 Bn by 2031, recording a CAGR of about 37%.

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