Direct-to-consumer kids accessories brand Filli & Me has raised Rs 1.5 crore in a pre-seed round led by D2C Insider Super Angels, along with participation from other angel investors. The funding, a mix of equity and debt, will be used for product development, brand building, and expanding its direct-to-consumer sales channels, the company said in a press release.

The product includes features such as lightweight materials, customisable grippies, and playful elements to enhance usability and engagement. It is built around Filli, an Indian ginger cat character created to provide children with a sense of comfort and familiarity.

The startup aims to ease children’s transition from home to school by offering functional and comfort-driven school bags. It also focuses on reducing strain on young shoulders through thoughtful design and research-led product development.

India’s kids products market is growing steadily, driven by rising disposable incomes and increasing demand for premium, design-led products. Filli & Me aims to tap into this opportunity with a direct-to-consumer, brand-led approach.

About Fill & Me

Fill & Me has been Founded in 2025 by Shikha Pahwa and Vishal Verma. Filli & Me focuses on accessories for young children. Its flagship product, the HugBag, is designed for children aged 2 to 8, with ergonomic support and age-appropriate sizing across preschool, kindergarten, and early primary years.