- Through this partnership, the brand seeks to further its mission of making parenting simpler for today’s Indian families while cementing its role as the country’s leading premium parenting platform.
- Athiya Shetty will be showcased across the brand’s social media channels, her personal digital platforms, and in high-impact marketing campaigns on Meta, YouTube, and other online mediums.
04 September 2025, National: AllThingsBaby (ATB), India’s premier destination for curated mother and baby essentials, today announced the appointment of actor and first-time mother Athiya Shetty as its new brand ambassador. This collaboration reinforces ATB’s mission to simplify parenting for contemporary Indian families and further strengthens its position as the country’s go-to premium parenting ecosystem.
Athiya Shetty will be prominently featured across ATB’s social media platforms, her own digital channels, and high-impact performance marketing campaigns on Meta, YouTube, and additional online avenues.
Founded in 2019 by Tejal Bajla and Akshay Jalan, ATB has quickly grown into India’s fastest-rising premium parenting platform. Its handpicked portfolio now spans over 120 leading global and Indian brands in categories including cots, strollers, highchairs, car seats, feeding essentials, and more. With recent expansions into Bengaluru and Hyderabad, ATB continues to serve a rapidly growing community of discerning, modern parents across the country.
India’s babycare sector, currently valued at [insert ₹4.4 billion or local currency equivalent], is expected to expand at a CAGR of 9% over the next five years. By focusing on a curated selection of premium products, ATB is bridging the gap between unregulated imports and organized, trusted retail—setting new standards for quality and customer trust.
Athiya Shetty’s partnership is set to elevate ATB’s brand visibility, with plans for both digital and on-ground activations designed to connect with parents nationwide.
Founder’s Quote:
Welcoming Athiya Shetty, Tejal Bajla, Founder of AllThingsBaby, said,
“We are excited to welcome Athiya to the AllThingsBaby family. As a first-time mother who embodies the modern Indian parent—curious, intentional, and discerning—Athiya perfectly reflects our values. Our collaborations are rooted in authenticity, and we are proud that Athiya is not only a genuine customer but also a passionate advocate of our platform. This association will help us connect with a wider community of parents seeking quality and dependable guidance on their parenting journey.”
Athiya Shetty’s Quote:
Speaking about her association, Athiya Shetty shared,
“Motherhood has been one of the most beautiful experiences of my life, filled with constant learning and discovery. AllThingsBaby has been a trusted companion with their thoughtfully curated range of baby essentials that are safe, functional, and stylish. I am delighted to join hands with a brand that truly understands the evolving needs of today’s parents and simplifies the process of choosing the right products.”
AllThingsBaby features globally renowned brands such as Stokke, Leander, Scoot & Ride, Snuz, Love to Dream, Beaba, Ergobaby, and Malabar Baby—each selected for their balance of safety, design, and functionality. Over the past four years, ATB has become a favored choice for both celebrity and modern Indian families, earning trust through personalization, exemplary service, and a growing parenting community.
About AllThingsBaby
AllThingsBaby is a curated platform offering premium mother and baby products, delivering some of the world’s best global and Indian brands to parents in India. With a focus on simplifying parenting through thoughtfully selected products and expert content, ATB is committed to supporting families on every step of their journey.
