Rajshree Upadhyaya | Business Remedies | Two engineering classmates from Coimbatore, Swathi Sri and Ashwanath Sureshbabu, transformed the legacy of traditional fabrics to create a meaningful change in the baby-care segment-and in doing so, achieved an inspiring milestone. In 2017, they launched A Toddler Thing with a simple belief: that softness, safety, and durability can coexist in every newborn’s wardrobe.
The brand was built through countless long nights of testing products and researching fabrics to create clothing that feels like a second skin for infants while also being kind to the planet. Their origin story is deeply connected to local textile wisdom and a practical R&D process, which helped them evolve-from the first prototypes of cloth diapers to a complete range of baby essentials-within just a few years.
The brand’s early promise was rooted in removing everyday parenting hassles through thoughtfully designed essentials. Their catalog therefore includes reliable, frequently used products by parents. Today, the brand offers muslin jablas and swaddles, muslin dungarees and rompers, modal tops and pants, and a dedicated diapering range-including cloth nappies, inserts, and an ultra-nappy system. Each product is breathable, low-allergy, and machine-friendly, earning the trust of caregivers who need solutions safe for sensitive skin and frequent washing. This product-first approach helped the company establish itself as a B2C favorite and build credibility, eventually attracting investors and the attention of national television.
Strengthening Their Position in a Crowded Baby-Care Category
The founders took their story to Shark Tank India, where in Season 3, they sought Rs. 80 lakh for 2% equity and presented their vision for scalable, sustainable baby care. The pitch received a warm response, with several sharks appreciating their honesty and product clarity.
After discussions, Amit Jain offered a structured deal: Rs. 40 lakh for 2% equity + Rs. 40 lakh as debt, to be repaid through a 3% royalty until the debt was recovered. The founders accepted the offer, aiming for a balance between immediate capital and disciplined growth.
Before appearing on the show, A Toddler Thing had already attracted external capital when Mumbai Angels led a funding round in 2023, raising approximately Rs. 2.2 crore to expand marketing, distribution, and product development. These investments and the Shark Tank experience enabled the founders to open physical touchpoints, expand e-commerce, and continue investing in sustainability. These milestones highlight how a clear product philosophy and a responsible brand story can translate into strong investor confidence for niche consumer businesses.
A Story of Trust, Comfort, and Conscious Living
Today, A Toddler Thing is more active than ever. Headquartered in Coimbatore, it has a retail presence across Tamil Nadu and a flourishing online platform offering new collections, bundles, and trial packs for newborns to five-year-olds. The brand continues to promote sustainable parenting and regularly engages its community through educational content.
The journey of Swathi and Ashwanath is proof that purpose-driven businesses rooted in local craftsmanship can scale without losing their authenticity. A Toddler Thing is much more than a baby essentials brand-it’s a story of trust, comfort, and mindful living, carefully woven by two founders who transformed their textile heritage into a modern movement for conscious parenting.
Written & Edited By:
Rajshree Upadhyaya
