India’s D2C ecosystem continues to witness strong momentum as celebrity-backed D2C startups increasingly attract consumer attention and investor confidence. In one of the latest D2C startup news developments, kids’ lifestyle brand Rosada has welcomed actor and entrepreneur Shilpa Shetty Kundra as a strategic investor, marking an important milestone in the company’s growth journey.
While the financial details of the investment have not been disclosed, the partnership signals growing confidence in India’s rapidly expanding children’s lifestyle and parenting market. The move also adds Rosada to the growing list of celebrity-backed D2C startups that are building strong consumer brands through a combination of product quality, community trust, and omnichannel growth.
Founded in 2014 by husband-wife duo Shalu Agarwal and Bhupesh Agarwal, Kolkata-based Rosada has steadily evolved into one of the emerging D2C brands India is watching closely. The company specializes in personalized children’s accessories, baby products, travel essentials, bedding, décor, bags, and everyday utility products designed for infants and young children. Over the years, the brand has built a loyal customer base by focusing on quality, design, and functionality while maintaining strong control over product development through its in-house design and manufacturing capabilities.
The fresh capital will be deployed toward expanding into new regions, broadening the product portfolio, and strengthening the organization across design, marketing, and operations. These D2C expansion plans come at a time when Direct-to-Consumer India continues to experience strong growth across parenting, lifestyle, beauty, wellness, and consumer goods categories.
What makes Rosada particularly interesting within the broader D2C business India landscape is its strong digital-first foundation. Approximately 90% of the company’s revenue currently comes through its own website, highlighting the strength of its direct-to-consumer model. In addition to its website, Rosada also sells through major marketplaces including FirstCry, Amazon, and Myntra, while planning further expansion across e-commerce channels. This omnichannel D2C strategy positions the brand well to capitalize on evolving D2C consumer behavior India and changing shopping preferences among young parents.
The company is now preparing for its next phase of growth through offline expansion. Rosada currently has a presence in 12 Hamleys stores across cities including Bengaluru, Hyderabad, Delhi, and Kolkata. Building on this momentum, the brand plans to launch its own exclusive brand outlets (EBOs), beginning with a new showroom in Kolkata over the coming weeks. The company further aims to open 6–8 EBOs across India over the next year, strengthening its retail footprint and enhancing customer engagement.
Shilpa Shetty Kundra’s investment reflects a broader trend within the D2C ecosystem India, where well-known personalities are increasingly backing founder-led consumer brands with long-term potential. According to the company, the partnership goes beyond capital and brings strategic value, visibility, and credibility as Rosada continues scaling. For a category driven heavily by trust and product quality, such endorsements can play a significant role in accelerating brand awareness and consumer adoption.
Rosada’s growth journey has already attracted national attention. Earlier, the startup appeared on Shark Tank India Season 5, where it secured an investment commitment of ₹1.25 crore at a valuation of ₹25 crore from Aman Gupta, Namita Thapar, and Ritesh Agarwal. The development further strengthened investor confidence and positioned the company among promising D2C brands scaling in 2025.
As India’s D2C market news and insights continue to highlight emerging consumer brands, Rosada represents a compelling example of how design-led products, founder conviction, omnichannel execution, and strategic backing can create a strong foundation for long-term growth. With celebrity support, expanding retail presence, growing digital channels, and a clear focus on product innovation, Rosada is positioning itself to become one of India’s leading kids’ lifestyle brands.
For those tracking D2C daily news, D2C funding news, top funded D2C brands, and the latest D2C startups shaping the future of consumer commerce, Rosada’s latest milestone reflects the growing maturity and opportunity within India’s rapidly evolving direct-to-consumer ecosystem.
