Shriya Kolte
Principal Designer
The Indian children’s furniture market is experiencing dynamic growth, driven by evolving consumer preferences toward functional, flexible, and sustainable designs. Modern parents increasingly seek furniture that grows with their children, encourages independence, and seamlessly integrates into contemporary homes. There’s a rising demand for eco-friendly materials, non-toxic finishes, and multipurpose solutions that optimize space in urban living environments.
However, this growing market faces significant challenges that hinder its full potential. Safety standards remain inconsistent, with many products compromising on child-safe construction through sharp edges and toxic finishes. Parents struggle to find dedicated nursery-specific furniture, often settling for scaled-down adult pieces. Additionally, there’s limited awareness about the importance of ergonomically designed furniture in children’s development, while durability concerns persist as most products offer short-lived value.
Waddle and Roo emerges as a pioneering solution to these market gaps, founded on the belief that childhood deserves thoughtfully designed spaces that nurture imagination, comfort, and growth. The company bridges the divide between playful, child-centric designs and sophisticated modern aesthetics, creating furniture that is safe, durable, and timeless. Its comprehensive approach addresses market challenges through EN-71 and IS-certified products featuring rounded edges, sturdy construction, and non-toxic finishes.
The brand specializes in nursery-specific solutions, including convertible cribs, changing stations, and modular storage systems that grow with the child. Under the creative direction of Principal Designer Shriya Kolte, whose interior design background and child-centric philosophy inform every collection, Waddle and Roo ensures each piece reflects both functionality and warmth while maintaining the company’s core mission of creating environments where children can dream, play, and learn safely.
A Notch above All
Waddle and Roo’s comprehensive product portfolio spans cribs, changing tables, storage solutions, chairs, play tables, and playful accessories, each designed with meticulous attention to safety and functionality. The brand’s convertible cribs stand as flagship products, seamlessly transitioning from traditional cribs to cozy sofas, delivering exceptional long-term value. These pieces resonate strongly with parents due to their sturdy construction, adherence to global safety standards, and beautiful craftsmanship, while children appreciate the comfort and familiarity as they mature. Storage solutions, particularly toy organizers, have gained significant popularity by helping cultivate early tidying habits in children.
The company distinguishes itself through a design-led approach combined with an unwavering safety-first mindset that extends beyond mere aesthetics. Every product meets rigorous international safety benchmarks while featuring modern yet timeless designs that integrate seamlessly into contemporary family homes. The strategic use of pastel color palettes supports child development by promoting mental calmness and tranquility. This thoughtful approach delivers both emotional and financial value to families, positioning products at competitive price points that reflect genuine worth.
From Vision to Market Leadership
What began as a simple yet profound realization has evolved into market-leading innovation in children’s furniture design. Shriya Kolte’s vision stemmed from understanding that a child’s environment during formative years creates a lasting impact on their development and personality formation. This insight drove the creation of Waddle and Roo, establishing a brand dedicated to crafting furniture that grows alongside children while seamlessly blending into modern family homes.
Waddle and Roo bridges the gap between playful, child-centric designs and sophisticated modern aesthetics, creating furniture that is safe, durable, and timeless
Shriya recognizes that today’s conscious parents seek furniture backed by genuine certifications rather than superficial safety claims. Her deep understanding of urban living challenges has led to breakthrough multipurpose solutions that maximize space efficiency without sacrificing developmental benefits. This design philosophy is evident in signature innovations, such as convertible cribs that seamlessly transform into study furniture, reflecting years of dedicated research and development.
Looking ahead, Waddle and Roo is actively expanding its collection with adaptable pieces for school-age children, enhanced multifunctional storage solutions, and premium crib offerings that incorporate modern technology for today’s busy parents. The company aims to strengthen retail partnerships with parenting boutiques and premium lifestyle stores while expanding digital presence across India. Internationally, the brand recognizes strong potential in global markets seeking safe, handcrafted nursery furniture and is actively pursuing strategic partnerships and distributors to facilitate this expansion.
“Our vision is to make Waddle and Roo a household name in child-focused design. In the future, we plan to integrate smart technology into select products, increase the use of sustainable materials, and create more collections inspired by Montessori principles. We plan to accomplish this through constant R&D, collaborations, design innovation, strategic collaborations, and by scaling our presence both online and offline”, concludes Shriya Kolte, Principal Designer, Waddle and Roo.
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