Direct-to-consumer kids accessories brand Filli & Me has successfully secured Rs 1.5 crore in a pre-seed funding round, with D2C Insider Super Angels leading the investment along with other angel investors. This funding, which combines equity and debt, will be allocated towards product development, brand enhancement, and expanding their direct-to-consumer sales avenues, according to the company’s press release.

Filli & Me: Innovating Kids Accessories

Overview of the Brand

Founded in 2025 by Shikha Pahwa and Vishal Verma, Filli & Me specialises in accessories tailored for young children. Their flagship product, the HugBag, caters to children between the ages of 2 and 8 and features ergonomic support along with age-appropriate sizing covering preschool, kindergarten, and early primary years.

Features of the HugBag

The HugBag boasts a number of attributes, including lightweight materials, customisable grippies, and playful features designed to enhance usability and engagement. The product is centred around Filli, an endearing Indian ginger cat character, meant to provide children with a sense of comfort and reassurance.

Addressing Children’s Needs

The startup’s mission is to facilitate a smoother transition for children from home to school by providing functional and comfort-oriented school bags. It places a strong emphasis on reducing strain on young shoulders through careful design and research-led product development.

Market Opportunities

India’s market for children’s products is witnessing steady growth, driven by increasing disposable incomes and a rising demand for premium, design-oriented items. Filli & Me aims to seize this opportunity through a direct-to-consumer and brand-focused strategy.