Homegrown wooden toy brand, Shumee brought Bollywood actress, Dia Mirza onboard as an investor and brand ambassador. The company was founded by Meeta Sharma Gupta. It designs development-friendly child-safe toys for children up to the age of 8.
Its toys are designed in-house by the startup’s designers and handcrafted by local artisans using wood, cotton and other child-safe materials. It has sold more than 200,000 toys in six countries since its launch in 2016. It sells directly through its website and marketplaces like Amazon.
“As a mom, I am constantly looking for products that ensure safety, are environmentally conscious, free from plastic and are made from a mother’s perspective,” Dia Mirza said.
This adds to the growing list of Bollywood celebrities backing Indian D2C brands. A few months back, women wellness brand Nua had raised funding from Deepika Padukone. Padukone reportedly works closely with the brand to ideate and create new products.
“Children learn through play: learning should not be forced on them. We have over 100 toys and games at Shumee and none of them are ‘educational’ in the typical sense. They encourage open-ended play, led by the child’s own imagination and will,” said Meeta Sharma Gupta, Founder, Shumee.
In the previous year, Bollywood actor Alia Bhatt had launched a startup called Ed-a-mamma, which makes kidswear for children between the ages of 2 and 16. Bhatt has also infused in Phool.co, StyleCracker and Nykaa.