BabyWorks By Swapnil, a Mumbai-based company, just got a ₹60 lakh investment on Shark Tank India Season 5. This is a big deal for the direct-to-consumer scene in India, which is changing fast. Aman Gupta invested in the brand for 6% equity. This shows that investors are trusting more and more in smaller, high-quality, well-designed brands that operate in specific areas.
Swapnil and Shrey Khandelwal started BabyWorks By Swapnil in 2021. They sell fancy jewelry for babies, kids, and teens. More and more, people want things made just for them that are safe and high quality. BabyWorks By Swapnil has found a way to combine good craftsmanship with comfort. This is great news for the direct-to-consumer industry and for anyone following updates on Indian direct-to-consumer brands, especially in the fancy gift and special occasion jewelry area.
The founders initially wanted ₹60 lakhs for 4% equity, showing they believe their company is worth a lot because they are different and people remember their brand. They ended up agreeing to 6% equity. This means they were more interested in getting good advice and help building their brand than in getting the most money possible. This is happening more often with direct-to-consumer funding rounds in India, where getting mentorship and brand-building assistance is very important for growth.
BabyWorks stands out because they sell hallmarked 14 Carat, 18 Carat, and 22 Carat Gold collections, as well as 925 Sterling Silver items. Each piece is made by hand and carefully designed to be comfortable, safe, durable, and attractive for children. People buying things directly are caring more and more about quality when they shop for their kids. BabyWorks is filling a gap between regular jewelry stores and modern buyers who shop online.
In the bigger direct-to-consumer world in India, jewelry is something people need to trust. The fact that a young brand got national attention on Shark Tank and received investment shows that people really like what they are selling. As the direct-to-consumer industry continues to grow with product releases in high-end areas, BabyWorks shows how focusing on a specific area can create a strong brand.
This investment also shows that the direct-to-consumer scene in India is moving toward deeper categories instead of just general products. Unlike many fashion and lifestyle brands, BabyWorks is specialized in premium kids’ jewelry. This fits with the rise of brands that focus on trust, certification, and good craftsmanship.
Looking forward, BabyWorks is expected to make its direct-to-consumer sales plan stronger by using digital stories, working with influencers, and selling in multiple places. These are all important parts of a good sales strategy in India. As trends show that people want well-designed, safe, and emotionally appealing products, BabyWorks is in a good position to take advantage of how people are shopping for gifts and celebrations.
From an investment point of view, this deal is part of a bigger trend of brands growing through smart investments instead of spending too much, too fast. It also shows that people are still interested in investing in direct-to-consumer startups, especially those that are focused and high quality.
As the number of direct-to-consumer startups looking to go public or be acquired increases, early-stage brands that people trust, like BabyWorks, represent the next group of carefully chosen, community-supported brands growing in 2025. The Shark Tank deal is not just about the money—it shows that India is increasingly interested in well-designed, safe, and premium brands for kids
