Dia Mirza Invests in D2C Toy Brand Shumee

Homegrown wooden toy brand, Shumee brought Bollywood actress, Dia Mirza onboard as an investor and brand ambassador. The company was founded by Meeta Sharma Gupta. It designs development-friendly child-safe toys for children up to the age of 8. 

Its toys are designed in-house by the startup’s designers and handcrafted by local artisans using wood, cotton and other child-safe materials. It has sold more than 200,000 toys in six countries since its launch in 2016. It sells directly through its website and marketplaces like Amazon. 

“As a mom, I am constantly looking for products that ensure safety, are environmentally conscious, free from plastic and are made from a mother’s perspective,” Dia Mirza said. 

This adds to the growing list of Bollywood celebrities backing Indian D2C brands. A few months back, women wellness brand Nua had raised funding from Deepika Padukone. Padukone reportedly works closely with the brand to ideate and create new products. 

“Children learn through play: learning should not be forced on them. We have over 100 toys and games at Shumee and none of them are ‘educational’ in the typical sense. They encourage open-ended play, led by the child’s own imagination and will,” said Meeta Sharma Gupta, Founder, Shumee.

In the previous year, Bollywood actor Alia Bhatt had launched a startup called Ed-a-mamma, which makes kidswear for children between the ages of 2 and 16. Bhatt has also infused in Phool.co, StyleCracker and Nykaa.

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