D2C Insider Super Angels led Rs 1.5 Cr Pre-seed funding raised by kids brand Filli & Me
In a pre-seed round headed by D2C Insider Super Angels and involving other angel investors, the direct-to-consumer kids accessories company Filli & Me raised Rs 1.5 crore.
The company stated in a press release that the funding, which is a combination of debt and equity, will be utilized for product development, brand building, and growing its direct-to-consumer sales channels.
Shikha Pahwa and Vishal Verma founded Filli & Me in 2025, specializing in accessories for young children. With ergonomic support and age-appropriate sizing for preschool, kindergarten, and early primary years, its flagship product, the HugBag, is intended for kids ages 2 to 8.
To improve usability and engagement, the product has features like playful elements, customizable grippies, and lightweight materials. It revolves around Filli, an Indian ginger cat figure designed to give kids a sense of familiarity and comfort.
By providing practical and comfortable school bags, the startup hopes to make it easier for kids to go from home to school. Through careful design and research-driven product development, it also aims to lessen the burden on young shoulders.
The market for children’s products in India is expanding steadily due to rising disposable incomes and growing consumer demand for high-end, design-driven goods. Filli & Me wants to take advantage of this opportunity by using a brand-led, direct-to-consumer strategy.
