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Premium kids' lifestyle brand Rosada has secured a strategic investment from actor and entrepreneur Shilpa Shetty Kundra, strengthening its growth ambitions as it expands its footprint in India's fast-growing children's products market.
Founded by husband-and-wife duo Shalu and Bhupesh Agarwal, Rosada has built a niche in the direct-to-consumer (D2C) space with a curated portfolio of premium products for babies and young children, including bags, bedding, travel accessories and daily-use essentials. The brand operates in a largely fragmented category, distinguishing itself through quality, design and functionality.
The investment comes on the back of Rosada's strong growth following its appearance on Shark Tank India and will be used to support business expansion, enhance its product offerings, attract key talent and strengthen its presence across new markets in the country.
Commenting on the investment, Shetty Kundra highlighted the brand's clear design sensibility and material quality, stating she is backing the company with "full conviction" after experiencing the products firsthand as a parent.
Rosada's appeal to investors is underpinned by its vertically integrated business model and strong operating metrics. Unlike many D2C brands that depend on third-party manufacturing, the company manages its own design and production processes, enabling greater quality control and the ability to offer customised products such as embroidered backpacks and premium bedding. This approach has contributed to a healthy average order value (AOV) of ₹1,990 and a six-month repeat purchase rate of 31%. Additionally, nearly 95% of the brand's sales are generated through its own website, helping it maintain stronger margins and direct customer engagement.
The brand's growth trajectory accelerated significantly following its appearance on Shark Tank India Season 5, where it secured ₹1.25 crore in funding at a valuation of ₹25 crore. The exposure reportedly helped double its revenue and supported its expansion into offline retail through partnerships with Hamleys.
Shilpa Shetty Kundra's investment also reflects the growing premiumisation of India's children's lifestyle market. Urban parents are increasingly seeking high-quality, design-focused products over mass-market alternatives, creating opportunities for specialised brands such as Rosada. Beyond capital, the association is expected to enhance brand visibility, strengthen consumer trust and support customer acquisition efforts. As the kids' lifestyle segment evolves, Rosada is positioning itself to capture demand for premium, personalised products through a combination of digital and offline expansion strategies.
