Embracing her inner child and running around trees with kids while posting videos of the same on the gram, no one would have guessed that Alia Bhatt is stepping into the shoes of an entrepreneur to launch her own kidswear clothing line. Yes, you heard it!
Calling her venture as ‘Ed-a-Mamma’, Alia’s brand offers a range of naturally sourced and sustainable apparel for 2-14 years old children. Passionate about the environment, the actress always wanted to give back to Mother Nature and this is her way, through the line of children’s clothing.
‘Ed-a-Mamma’ uses organic cotton and non-plastic buttons for the nature theme based range. Believing in reduce, reuse and recycle proposition, this kidswear brand uses the leftover fabrics to make hair ties and potlis while tags can be used as a bookmark. The tees come with an environment centric message printed on it and garments with seed balls (seeds of live plants) which motivates young children and their parents to plant trees.
Launched first on an online baby care store FirstCry in October, ‘Ed-a-Mamma’ is now available to all through various digital platforms. A homegrown brand, each garment here tells a story and wants to nurture the love for nature among kids. Following ‘vocal for local’, this children’s clothing line is fully ‘atma nirbhar’ as it started out from a four wall house and then moved to an office with a warehouse.
Grateful for the love ‘Ed-a-Mamma’ has received and excited about the launch, Alia Bhatt also has future plans of expansion like adding more stores and products like series of children’s books, series on TV as well as toys.
Here’s a sneak peek into the kidswear range of ‘Ed-a-Mamma’:
