Parenting-focused retail platform AllThingsBaby (ATB) has announced Bollywood actor Athiya Shetty as its new brand ambassador. The partnership comes at a time when India’s baby care market, currently valued at ₹4.4 billion, is expected to grow at a CAGR of 9% over the next five years.
As part of the collaboration, Athiya Shetty will feature in upcoming campaigns across digital platforms and events, helping ATB reach a wider audience of parents. With her recent journey into motherhood, she is seen as the perfect voice to represent modern Indian parents who value quality, trust, and thoughtful choices in baby care.
Tejal Bajla, Founder of AllThingsBaby, shared her excitement about the partnership. “We are thrilled to welcome Athiya Shetty to the AllThingsBaby 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 essential to collaborate with genuine customers and advocates of our platform. Athiya’s genuine approach to motherhood, her style, and her values resonate perfectly with our brand ethos,” she said.
Athiya Shetty also spoke warmly about the association. “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. AllThingsBaby 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,” she said.
This collaboration reflects ATB’s mission to support parents with premium, reliable, and thoughtfully curated baby care solutions, while strengthening its presence in India’s growing baby care industry.