Ed-a-Mamma caters to kids in the age range of 2–14 years and has been operating since October last year.
On the brand, Alia Bhatt says: “Ed-a-Mamma combines two things I care deeply about: Our planet and our children. So I decided to create a world that nurtures in children, a love of nature knowing fully well that they will look after what they love.”
“And I plan to do this with what I know best: telling stories. Everyone loves a good story. And at Ed-a-Mamma that’s what we do, tell stories. Our first offering is a range of thoughtfully designed playwear for children. Ed-a-Mamma will also be a series of books and so much more. All designed to help us put our planet first and build a conscious generation, one product at a time,” Bhatt quoted as saying in the brand’s About Us page.
Ed-a-Mamma is currently ranked as one of the top three brands on Myntra in the kidswear category. It has also been distributed in the top six digital marketplaces and retails on the brand’s own website. The company said sustainable clothing for children at an affordable price point will continue to be the cornerstone of the brand, while driving the overall brand goal, to get children and their parents to love, and look after their planet.
Bhatt, who is celebrating her 30th birthday today, recently said in a statement: “I am still learning about business, but I am so, so proud of what we have achieved in one year. It’s almost unreal. What started out as a small dream is now on its way to becoming a 150cr business. I am absolutely thrilled with our new launches – all credit to my formidable team. Our next focus is to ramp up production and bring our consumers a bigger, even better spring summer collection next year.”
Alia Bhatt has also invested in Nykaa and StyleCracker.
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