AllThingsBaby (ATB), India’s curated premium platform for mother and baby products, today announced the appointment of actor and first-time mother Athiya Shetty as its brand ambassador. The association underscores ATB’s vision of redefining the babycare industry in India by combining authenticity, innovation, and access to world-class brands.
Founded in 2019 by Tejal Bajla and Akshay Jalan, ATB has emerged as India’s fastest-growing premium parenting ecosystem. The platform offers parents access to 120 + global and Indian brands across categories such as cots, strollers, highchairs, car seats, feeding essentials, and more. With recent expansions into Bangalore & Hyderabad, ATB continues to scale its footprint, serving a growing base of modern Indian parents.
India’s babycare market, currently valued at [insert 4.4bn figure], is projected to grow at a CAGR of 9% over the next five years. By focusing on premium, curated offerings, ATB is positioned to bridge the gap between grey market imports and organized, trusted retail platforms, setting a benchmark in quality and consumer experience.
With Athiya Shetty onboard, ATB aims to further strengthen its positioning as India’s go-to premium parenting destination. The collaboration will include digital & events,, amplifying the brand’s reach across both physical and digital channels.
Commenting on this collaboration, Tejal Bajla, Founder, AllThingsBaby, said, “We are thrilled to welcome Athiya Shetty to the All Things Baby family. Athiya is not just a first-time mother but also someone who truly embodies the modern Indian parent who is curious, discerning, and intentional in her choices. For us, it is important to collaborate with individuals who are genuine customers and advocates of our platform. “Athiya’s genuine approach to motherhood, her style, and her values resonate perfectly with our brand ethos. We believe this association will enable us to connect with more like-minded parents who are looking for high quality products and reliable guidance in their parenting journey.”
Speaking of the association, Athiya Shetty shared, “Motherhood is one of the most beautiful experiences of my life, and like every new mom, I am constantly learning and discovering along the way. All Things Baby has been a trusted companion in this journey with their carefully curated selection of world-class baby products that are safe, functional, and aesthetically beautiful. I am delighted to be associated with a platform that truly understands the needs of today’s parents and makes the process of choosing the right products so much simpler.”
AllThingBaby’s portfolio includes renowned global names such as Stokke, Leander, Scoot & Ride, Snuz, Love to Dream,Beaba, Ergobaby, Malabar Baby, each chosen to balance safety, design, and functionality. Over the last four years, the brand has become a trusted destination for celebrity parents and modern families alike, building trust not just through products but through its focus on personalization, service, and community.
About AllThingsBaby
AllThingsBaby is a curated platform for mother and baby products that provides parents in India with some of the best products from the world’s leading global and Indian brands. The brand aims to simplify parents’ lives by offering the right solutions through superior, well-curated products and content.
