Rosada brings onboard Shilpa Shetty Kundra as strategic investor

D2C kids’ lifestyle brand Rosada has onboarded Shilpa Shetty Kundra as a strategic investor.

While the financial details of the investment were not disclosed, the development marks a significant milestone for the brand as it looks to strengthen its presence in India’s rapidly growing children’s lifestyle and parenting market. 

The investment comes as Rosada accelerates expansion across both online and offline channels. The company plans to deepen its ecommerce presence while scaling retail operations through exclusive brand outlets in key cities across India.

Founded in 2014 by husband-wife duo Shalu Agarwal and Bhupesh Agarwal, Rosada is a Kolkata-based brand focused on personalised accessories, baby products, and lifestyle essentials for children. The company operates through an in-house design and manufacturing model, allowing greater control over product quality, customization, and product development.

Rosada’s portfolio includes school bags, bedding, travel accessories, décor products, and utility items for infants and young children. The company follows a digital-first approach, with a majority of its revenue generated through its official website. It also sells through marketplaces including FirstCry, Amazon India, and Myntra.

On the offline front, the brand is currently present across 12 Hamleys India stores in cities including Bengaluru, Hyderabad, Delhi, and Kolkata. Rosada is also preparing to launch its first exclusive brand outlet in Kolkata within the next few months, with plans to open 6–8 exclusive stores across India over the coming year.

The startup recently gained wider visibility after appearing on Shark Tank India Season 5, where investors Aman Gupta, Namita Thapar, and Ritesh Agarwal committed Rs 1.25 crore at a valuation of Rs 25 crore.

Rosada operates in a competitive market alongside brands such as Kidbea, Malabar Baby, and other emerging children-focused D2C brands.