Funding · Commerce & Consumer Brands

Filli & Me raises ₹1.5 crore in pre-seed round led by D2C Insider Super Angels

By Startup Enthusiast · 7 April 2026

What they do

Filli & Me is a direct-to-consumer brand that makes school bags and accessories for children aged 2 to 8 years

The company raised ₹1.5 crore in a pre-seed funding round led by D2C Insider Super Angels with participation from other angel investors

The funds will be used to expand product development, build brand awareness, and scale direct-to-consumer sales channels

Filli & Me, a direct-to-consumer kids accessories brand, raised ₹1.5 crore in a pre-seed funding round led by D2C Insider Super Angels.
The round included participation from several prominent angel investors from the startup ecosystem.
The company plans to use the funds to enhance product development, build brand awareness, and scale its direct-to-consumer presence and sales channels.
Filli & Me was founded by Shikha Pahwa and Vishal Verma, both parents of two young children.
The brand was inspired by their personal experience of sending their child to school for the first time.

The founders identified a gap in the market for products that address both the functional and emotional needs of young children during early transitions.
The brand’s flagship product, the HugBag, is designed for children aged 2 to 8 years and includes features like ergonomic support, age-appropriate sizing, and playful design elements.
Filli, an Indian ginger cat character with a signature red scarf, is at the heart of the product, providing children with a sense of comfort and familiarity.

Filli & Me is a direct-to-consumer brand that focuses on creating thoughtful, design-led accessories for children aged 2 to 8 years.
The company’s flagship product is the HugBag, a school bag reimagined with features like ergonomic support, age-specific sizing, and interactive elements.
The HugBag includes surprise pockets, customisable 'Grippies,' and sensory features to enhance comfort for young children.
The brand aims to position itself at the intersection of functionality and emotional design, targeting the growing demand for premium, design-led products for children.
Filli & Me plans to expand its product portfolio beyond the HugBag range and build early retail and marketplace partnerships.

Filli & Me plans to expand its product portfolio beyond the HugBag range.
The company aims to strengthen its digital presence and content ecosystem.
It also plans to build early retail and marketplace partnerships to reach more families across India.

D2C Insider Super Angels (lead) — An operator-led investment platform that backs early-stage consumer startups.

Product: Accessories for children aged 2-8, including ergonomic bags and carriers with playful design elements
Customers: Parents of young children seeking quality, ergonomic kids accessories
How it makes money: Direct-to-consumer sales through online channels
What sets it apart: Ergonomic design with age-appropriate sizing and customizable features for different school stages