Jaipur | Rajshree Upadhyaya |Rosada was founded in Kolkata in 2013 by Shalu Agarwal, who started the venture with the vision of creating thoughtfully designed products for children that could feel personal rather than mass produced. At a time when India’s children’s accessories market was dominated by generic offerings, Shalu focused on blending creativity, customization, and practicality into a premium lifestyle brand for babies and kids. What began as a small homegrown business gradually transformed into Rosada, a company known for stylish and personalized products designed for modern parents who wanted both functionality and aesthetics. Later, Bhupesh Agarwal joined the business full time in January 2022 and played an important role in expanding operations and scaling the brand.
Rosada built its identity around premium and customized children’s products. The company became known for its personalized school bags, baby bedding, travel kits, name hangings, kids décor products, tote bags, pouches, and customized gifting items. Among its most popular products was the Lazy Zoo diaper backpack, designed to be lightweight, durable, and travel friendly for parents carrying baby essentials. Unlike many competitors that relied heavily on third party production, Rosada focused largely on in house manufacturing. This gave the founders stronger control over quality, pricing, and product innovation, helping the company establish a premium identity in the market.
For several years, Rosada expanded steadily through word of mouth marketing and social media visibility. The founders understood that parents shared an emotional connection with products linked to their children, so, the brand emphasized personalization and visual appeal rather than competing only on price. A major turning point came in 2020 when Rosada strengthened its digital presence through its official website. The company adopted a direct-to-consumer strategy, and nearly 95 percent of its sales eventually started coming through its own platform. This approach allowed Rosada to maintain healthier profit margins while building a loyal customer base across India.
The company’s financial growth reflected its rising popularity in the premium kids segment. Rosada’s revenue reportedly grew from around Rs. 48 lakh in FY22 to Rs. 1.23 crore in FY23. The business then scaled rapidly to nearly Rs. 3.52 crore in FY24 and approximately Rs. 6.48 crore in FY25. During its Shark Tank India pitch, the founders projected that the company could cross Rs. 12 crore in revenue in FY26. The founders also shared that bags formed the largest portion of sales, while pouches, travel kits, décor products, and bedding contributed significantly to overall revenue. As the brand gained recognition, Rosada expanded into offline retail and entered Hamleys stores in 2025, increasing visibility among urban consumers looking for premium children’s products.
Rosada received nationwide attention after appearing on Shark Tank India Season 5, where Shalu Agarwal and Bhupesh Agarwal presented their business before the investors. The founders initially asked for Rs. 1.25 crore in exchange for 4 percent equity, valuing the company at Rs. 31.25 crore. The sharks appreciated the company’s branding, repeat customer rate, and strong direct-to-consumer business model. After negotiations, Aman Gupta, Namita Thapar, and Ritesh Agarwal jointly invested Rs. 1.25 crore for 5 percent equity along with a 2 percent royalty until the invested amount was recovered, bringing the valuation to Rs. 25 crore.
As of 2026, Rosada appears to be operational and actively growing in India’s premium kids lifestyle market. The company continues to sell through its website and retail partnerships while focusing on personalized products that combine utility, creativity, and emotional value for children and parents alike.
