Direct-to-consumer kids accessories brand Filli & Me has raised Rs 1.5 crore in a pre-seed funding round led by D2C Insider Super Angels, with participation from several prominent angel investors from the startup ecosystem. The round includes a mix of equity and debt.
The company plans to use the fresh capital to enhance product development, build brand awareness, and scale its direct-to-consumer presence and sales channels.
A Brand Rooted in Real Parenting Experiences
Founded by Shikha Pahwa and Vishal Verma, both parents of two young children, Filli & Me was inspired by their personal experience of sending their child to school for the first time. The founders identified a gap in the market for products that address not just functional needs, but also the emotional comfort of young children during early transitions.
The brand’s flagship offering, the “HugBag,” is designed for children aged 2 to 8 years. It reimagines the traditional school bag with features such as ergonomic support, age-appropriate sizing across three stages (preschool, nursery/kindergarten, and early primary), and playful design elements like surprise pockets, customisable “Grippies,” and sensory features.
At the heart of the product is Filli, an Indian ginger cat character with a signature red scarf, created to provide children with a sense of comfort, familiarity, and security beyond the home.
Speaking about the journey, the founders shared that the idea behind Filli & Me was to build a brand that truly understands the physical and emotional needs of children in their formative years, while also supporting parents through these transitions.
Investor Confidence in Early-Stage Potential
Commenting on the investment, Chhavi Bhardwaj Kargoankar, Partner at D2C Insider Super Angels, highlighted that Filli & Me stands out for its strong consumer insight and thoughtful product design. She added that the kids accessories market in India presents a strong opportunity for disruption, especially by brands that place the child’s experience at the centre.
D2C Insider Super Angels is an operator-led investment platform that backs early-stage consumer startups. Its network includes well-known founders and operators such as Anupam Mittal (Shaadi.com), Kunal Bahl and Rohit Bansal (Titan Capital), Hitesh Dhingra and Bhisham Bhateja (The Man Company), Vedang Patel and Aditya Sharma (The Souled Store), Suyash Saraf (Dot & Key), Sidhant Keshwani (Libas), Saloni Anand (Traya), and Anurag Agrawal (Nestasia), among others.
Tapping Into a Growing Market
India’s kids products market is witnessing strong growth, driven by rising disposable incomes and a growing base of digitally native millennial and Gen Z parents. There is also increasing demand for premium, design-led products for children.
Filli & Me aims to position itself at the intersection of these trends by building a brand-first, direct-to-consumer business that prioritises thoughtful design and emotional connection over mass-market offerings.
Expansion Plans Ahead
With the newly raised funds, the company plans to expand its product portfolio beyond the HugBag range, strengthen its digital presence and content ecosystem, and build early retail and marketplace partnerships to reach more families across India.
Launched in 2025, Filli & Me is still in its early stages but is looking to carve a niche in the kids accessories space by combining functionality with emotional storytelling.
-By Shivani Solanki
