Brands
All Things Baby gets a star mum: Athiya Shetty joins as brand ambassador
MUMBAI: The actor and new mum has just been announced as the latest brand ambassador for All Things Baby (ATB), India’s premium parenting platform. Known for its curated range of top-tier products, ATB aims to redefine the parenting experience with a blend of style, safety, and simplicity.
Since its launch in 2019 by Tejal Bajla and Akshay Jalan, All Things Baby has quickly become a go-to destination for modern parents. With over 120 brands in categories ranging from cots and strollers to feeding essentials, ATB offers everything you could possibly need for your little one, without the stress of navigating a crowded market. And now, with Shetty joining the team, they’re setting their sights even higher.
“Athiya truly embodies the modern, discerning parent who’s intentional in their choices,” said ATB, founder, Tejal Bajla. “Her authenticity, her approach to motherhood, and her commitment to quality align perfectly with our brand ethos.”
Shetty’s own journey into motherhood has been closely followed by fans, and she’s now using her platform to share what’s working for her. In a recent statement, she shared, “Motherhood is one of the most beautiful experiences of my life, and All Things Baby has been a trusted companion with its curated selection of world-class baby products. Their approach makes it simpler for today’s parents to make informed decisions.”
As part of the collaboration, Athiya will feature across ATB’s social media, digital channels, and performance marketing campaigns, connecting with new-age parents across Meta, Youtube, and other online platforms.
The partnership also signals a key moment in India’s burgeoning baby care market, valued at over 4.4 billion dollars and growing at a projected nine per cent CAGR. By focusing on premium, curated offerings, ATB is positioning itself as a premium parenting ecosystem: a trusted resource for families looking to make the best choices for their children.
The brand’s portfolio includes international heavyweights such as Strokke, Leander and Ergo baby known for their focus on safety, design, and functionality. And as ATB continues to expand into cities like Bengaluru and Hyderabad, the future is looking bright and very baby-friendly.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
